Objective
Hilton's Curio Collection had signed a 245-room luxury hotel on a mountaintop a thousand feet above a valley in north Georgia. The boutique hotel brand identity had to do two things at once: earn its place in the Curio portfolio, and make it clear the hotel could only belong to this mountain. The brand architecture also had to flex. Cloudland carries restaurants, a spa, a coffee bar, and ongoing event programming. Each needed to live under the same identity without crowding the others.
Solution
ESQUE drew Cloudland in a hard-edged sans-serif, set wide with generous letter spacing for monument scale. The color palette came from a Lookout Mountain sunrise: deep blue, amber, and gold. Material language paired the mark with Corten steel, regional walnut, and undressed stone, the same materials used in the hotel's architecture. A flexible brand architecture system holds Cloudland as the parent mark with sub-brands slotted underneath.
Film
Special Features
A 15-foot Corten steel lightbox monument anchors the entrance drive and glows from within at dusk. Room keys, wayfinding, and collateral carry the same system. ESQUE also built the hotel's art program with more than 275 photographs curated alongside former National Geographic senior photo editor Kim Hubbard, plus a 700-volume curated library. The entire guest experience reads as a single boutique hotel brand identity.
Industry
Deliverables
Collaborators
