Art Director & Designer

The Karol Hotel

Paying homage to Miss Karol K, the wife of a veteran developer in the hospitality industry, this hotel is rooted in a simple love story. From the K Club Bar and Bistro, down to the Princess K Ballroom, The Karol reflects its owners passion at every turn.

The pair met rather serendipitously — a brand value and conceptual characteristic that is seen throughout the hotel with touches of glamour and elegance, organic discovery with inspired pairings and timeless design.

Naming
Art direction
design
Brand identity

The crown jewel of Feather Sound.

The hotel is located between downtown Tampa and St. Petersburg, in the heart of Feather Sound. Guests can immerse themselves in an elevated hideaway filled with class and charm, all while overlooking Tampa Bay.

The logotype itself incorporates letterforms with edges that mirror gemstones, a symbol of glamour and reference to Karol K’s sophistication. The logo and logo mark continue to be implemented in everything from the hotel’s iconic outdoor signage to the interior design.

There are many elements of surprise designed to inspire throughout the hotel. A minimal, geometric “K” pattern and logo mark is paired with a bold and elegant color palette reflecting different sides of Karol K’s personality. This pattern is used throughout various textiles and printed materials within the hotel.

The logo and logo mark is seen throughout various places in the hotel as a design element, bringing beauty to each space.

K Club Bar & Bistro

K Club Bar & Bistro is the hotel’s signature dining experience, complete with a three-course meal service. This logo is inspired by the subtle “K” pattern used throughout the hotel’s brand identity, but is turned on its side to reflect a crown as a nod to Karol’s beauty pageant days.

Vantage Rooftop Bar

Vantage Rooftop Bar is located at the top of The Karol Hotel, named after its stellar view. This logo was inspired by the idea of bringing the outside in, incorporating a palm-like logo mark inspired by Tampa’s natural beauty, as well as a nod to the “V” in Vantage.

It was said that upon Fred and Karol’s first serendipitous meeting, Fred looked at Karol and said “Don’t I know you from somewhere?” The rest was history. Taking special moments like these from the pair’s love story, we incorporated these in executions throughout the hotel’s signage. Particularly the aesthetic neon sign located in the rooftop bar, bringing an element of romance and surprise for guests.