Le Gray, a reputable 5 star hotel in the heart of Beirut’s central district, is known for its luxurious accommodations and services. It boasts some of the top rated restaurants, bars, and cafés in the city and is also known for the coveted artwork it houses. As we were approached to boost the exposure of its outlets, particularly on the top floors, the design response to the brief was to revisit the existing visual identities, reinforce the presence of the outlets within the hotel’s signage system, and promote a better understanding of the outlets’ concepts, offerings and prized features through a set of eclectic, playful and lighthearted yet informative postcards that can be picked up in different locations throughout the hotel.
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Le Gray-Bar ThreeSixty Before and After Logo
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Le Gray-Indigo on the Rooftop Before and After Logo
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Le Gray-Cigar Lounge Before and After Logo
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Le Gray-Gordon’s Cafe Before and After Logo
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Le Gray-Signage 01
Since the hotel is known for the artwork it displays, the signage for the restaurants on the upper floors was printed on canvas to emulate the art that surrounds it.
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Le Gray-Signage 02
Every restaurant entrance welcomes its customers with a restaurant-specific logo printed on canvas.
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Le Gray-Elevator Signage
The signage in the elevator carries a black and white logo variation along with a floor number visual device.
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Le Gray-Postcards 01
Postcards displayed on racks throughout the hotel were designed as a tool of exposure suitable for a hotel setting. The phrase “What’s up?”, a play on words to allude to the top floor outlets and to the happenings, becomes the overarching theme of this communicative approach.
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Le Gray-Postcards 02
With eclectic designs and diverse visuals, each of Le Gray’s postcards a unique take on image-text dialogue.
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Le Gray-Postcards 03
The postcards are generally outlet-specific where each one is designed to deliver a tactical message focussing on a particular attribute/offering.
