St. Regis Hotels Branding

Client:St. Regis Hotels and Resorts
Role: Creative Direction

For connoisseurs of the art of living

St. Regis Hotels and Resorts is one of the world’s most storied luxury brands founded in New York’s Gilded Age by the Astor’s who were the leaders of the new social class with matriarch Caroline Astor at the helm of high society. Lady Astor’s son, Colonel John Jacob Astor IV, then developed a new style of luxury focused on tangible advancements in the comforts afforded the wealthy. These innovations were debuted inside The St. Regis New York when it opened in 1904 on 55th Street and Fifth Avenue. St. Regis ushered in a new era of lavish parties, balls and suppers – occasions previously confined to the private homes of the elite – and thus became the next social mecca for years to come.






The challenge was more than a century after its inception to take the St. Regis brand and modernize it to make it more relevant to the modern luxury traveler without losing the storied living legacy the brand represents. This process started by updating the St. Regis crest from it’s original pen and ink cross hatch style to a more modern design that all the design elements of the original logo but recreated them in a cleaner, solid color design. From there all elements of the brand from the color palette to the brand’s core values were examined, refined and re-expressed to support this new modern express of a timeless brand.