Hotel Sorrento has been a Seattle landmark since 1909. Over the last century it has remained a cultural hub for literary creatives. Our job was to rebrand it to mirror its timeless character and live up to that legacy.

We didn't have to invent a story - we just had to find the right symbol for it. The Sorrento has always attracted a certain kind of patron: and the kind of people who dress to be seen and speak to be heard. The peacock is that sort of animal who demands your attention for all the right reasons. Peacocks also represent immortality in mythology, so it fit for a hotel that has outlasted almost everything around it. For the color, we went digging through vintage publishing house colophons until we found the exact shade of green that felt like it had always belonged here.

The website followed the same logic: get out of the way and let the Sorrento speak. Clean, mobile-first, and built around two things: booking a room and finding something worth showing up for.