The Modern:
Mid-century design meets culture.
Date2018
LocationSarrasota, Florida
Type#Identity #Art Direction #Brand Story #Guidelines
Where design, culture and play collide.
Our hotel identity was inspired by The Sarasota School of Architecture. This movement adapted European Modernism to the culture and climate of sub-tropical Florida from the 40’s to 60’s. The Modern’s dynamic logo expands and contracts to fit various formats and experiences.
A playful illustration style captures vacation moments in the style of mid-century architects, such as Paul Rudolph or Victor Lundy.
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![](https://cdn.sanity.io/images/td3lx5ig/development/09abab4dd7301f9fa1f5029b44fdd02f30b1372b-3000x1687.jpg?w=2048&q=90&auto=format)
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A Tiki supper club.
Rudolph’s is the hotel restaurant inspired by Sarasota supper clubs of the 1950’s and 60’s. The dining experience references a beachy Tiki subculture. And its identity fits in seamlessly with The Modern’s overarching aesthetic.
![](https://cdn.sanity.io/images/td3lx5ig/development/0855c8a19ee81ebb6c2ad5a767c4ccf3274872d1-2616x3000.jpg?w=2048&q=90&auto=format)
![](https://cdn.sanity.io/images/td3lx5ig/development/744786cc45dfb743050d79669ae43977ff9ae3e9-3000x1687.jpg?w=2048&q=90&auto=format)
![](https://cdn.sanity.io/images/td3lx5ig/development/918711595f9749d00482364bf26d22fa4785fa74-2399x3000.jpg?w=2048&q=90&auto=format)
![](https://cdn.sanity.io/images/td3lx5ig/development/537e4c41b6d5313a2be1e022196b4374a9e97373-2399x3000.jpg?w=2048&q=90&auto=format)