The Luigi
DESIGN CHALLENGE
Use a comprehensive design process including research, analysis, business strategy, and organization to create a brand identity program. Design the primary identity and apply it to a variety of brand touch points across media. Include a brand manual to guide how branded marketing materials are conceived and produced in the future.
BRAND IDENTITY PROGRAM
A refined rebrand of a historic Roman Hotel, The Luigi blends timeless elegance with a modern identity.
EDITORIAL PHOTOGRAPHY
A visually driven approach that captures fashion and lifestyle through dynamic compositions and atmospheric lighting.
VISUAL STORYTELLING
Cohesive branding and photography work together to create immersive narratives that evoke emotions and a vintage allure.
Primary logo
This concept centers around family and heritage. The main logo, The Luigi – Residenza Familiare, reflects warmth and timeless hospitality.
secondary logos
The stone pine tree in the secondary logo ties into Mediterranean roots, symbolizing strength, tradition, and a welcoming sense of home.
PRIMARY TYPEFACE
Bebas Neue’s bold, clean lines convey confidence and modern elegance—ideal for The Luigi’s timeless brand.
SECONDARY TYPEFACE
Filosofia adds refined warmth and contrast, balancing Bebas Neue with classic elegance for a timeless feel.
