AGENCY • Outline

The Laureate Hotel

A curated visual identity showcase and design retrospective for The Laureate Hotel.

About

The Laureate Hotel marks the next chapter of one of downtown Aiken South Carolina's most storied buildings—a historic bank thoughtfully reimagined as an elegant 80-room boutique hotel. Before redevelopment began, we partnered with the founding team to define the brand from the ground up, creating an identity that honors more than a century of history while looking confidently toward the future.

Inspired by Aiken's legacy of sporting achievement, engineering innovation, and enduring craftsmanship, the name 'Laureate' speaks to excellence earned over time. A crest, anchored by a trophy framed with laurel branches, pays tribute to the city's celebrated equestrian culture while reinforcing a sense of timeless distinction.

The typographic system draws directly from the building itself. An engraver serif references the lettering found on the original bank vault doors, while a custom script with sweeping, calligraphic movement introduces warmth and hospitality. Together, they establish a flexible foundation for the brand, deeply rooted in the building's past while leaving room to evolve as the hotel comes to life.

By establishing the identity before construction was underway, the brand became more than a logo. It helped shape the vision for what The Laureate could become, giving the team a rich visual foundation to grow into as the property continues its transformation.

Collaborators

Client Outline

With Ky Allport

Agency Outline

Discipline branding

Year 2026

Project Links

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Illustrator .AI Vector Verified

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