NOMAD HOTELS
Brand Hierarchy & Design
// ART DIRECTION, DESIGN //
When Sydell Group built the first NoMad hotel in a turn of the century, Beaux-Arts building in Manhattan, the project was truly one of a kind — and it had a visual identity to match. But by the time a third NoMad was underway in 2016, the brand’s communications needs had evolved far beyond the reach of its original framework. While its core components remained in tact, the brand’s inconsistent execution contradicted the reliable luxury experience it promised. In order to restore alignment across its locations, teams, and touchpoints, the NoMad brand needed to establish a global visual system that both maintained and expanded its current form and function. By using the original design elements to create visual distinction between onsite and global communications, the global NoMad brand feels familiar and integrated, offering the structure and flexibility necessary for continued growth and expansion.
