Engagement

Rebrand an Under-Construction Rooftop Retreat

The Kimpton Hotel Palomar is a hip, vibrant boutique hotel in bustling downtown Phoenix. Known for its warm hospitality and unbeatable location, it’s a staple for locals and leisure and business travelers alike.

Its reputable Kimpton quality aside, the property’s rooftop pool and bar had the potential to be more than just an afterthought. As such, Kimpton sought to transform the amenity into an experience that would intrigue and delight anyone seeking a getaway from the everyday.

But that space was thirsty for a new brand — one that was descriptive, evocative, and experiential.

Off Madison Ave was called in to rename and rebrand the soul of the rooftop paradise. We were confident we could cultivate a new brand for the oasis overlooking the city that would complement the hotel’s hip, elevated persona.

Capturing Rooftop Retreat Essence Through Immersive Rebranding

Reimagining a brand identity requires balancing many perspectives in order to create a cohesive new brand experience. To get it right, we started by exploring what potential visitors might desire in a downtown Phoenix hotel rooftop retreat. What would make their hearts skip a beat? What feelings do we want to leave them with?

Conversations with the client team extensively clarified insights into their vision, preferences, and goals, which allowed us to identify six key characteristics that would steer and shape the rebranding process.

Welcoming  |  Fun  |  Refined  |  Vibrant  |  Adventurous  |  Cheeky

Because we couldn’t immerse ourselves in the physical space, it was more important than ever that our in-depth creative exercises pinpointed the just-right features and aesthetics to imbue the new brand. To do this, we took our diverse set of decision makers through a multi-part series that explored both inspirational elements and tangible details. Together, we unearthed a new ethos for an urban oasis dripping with potential.

Introducing ‘Eden’ as the Rooftop’s New Identity

Instantly recognizable, Eden brings forth images of a lush, garden paradise. There’s an element of sex appeal too, as Eden was where Adam and Eve shared the forbidden fruit.

After Eden emerged as the new name and brand story, we delivered the logo, color palette, secondary marks, and patterns, as well as applications, including a few surprise and delight moments. Now, Phoenix’s top downtown boutique hotel has an alluring amenity to wrap their marketing around to lure people in.

“@edenbarphx was a haven of luxury, offering an unforgettable experience that delighted all my senses. From the lavish décor to the breathtaking views, the impeccable customer service and the 5 star meals, it was true pleasure from start to finish.”

— @curatedby.ap