Maine-based developer Fathom Companies enlisted Late Bloomer to help create a brand identity, website, and wayfinding for a new hotel property in Portland featuring luxury, apartment-style suites ideal for longer-term stays.
While the brick building was pre-existing, the brand was a blank site. We worked with Fathom to name the property and establish a vibe that feels stylish but also no-nonsense. We leaned into the brand attitude of “stylized handsome,” and a boutique hotel was born.
Logo design and comprehensive visual identity
Wayfinding and signage
Print collateral and hotel assets
Wall art and murals
Spacious accommodations and effortless conveniences are what set this hotel apart, giving guests more room to gather and providing elegant comforts. The property also includes a gym and co-working space for those hell-bent on progress. Our goal was to craft a name, brand story, and visual identity that would embody this differentiated “style of stay” as well as the hip vibe of Portland’s waterfront and the handsome vibe we were after.
From the heavy weight of the typeface, which proves the Weldon has room to spare, to the quick and punchy headlines, the overall identity gets to the point in a way that proves sometimes luxury is simple.
