“Proper Hotels is the latest hospitality concept from the Kor Group, developers and creators of the Avalon and Viceroy boutique hotels. BMD worked intimately with the Kor Group team and Kelly Wearstler Interiors to bring the Proper vision to life through a luxury brand expression that pays respect to centuries-old traditions with the discerning guest in mind. “In addition to creating a logo and a wordmark, our team developed a rich and varied typographic style, a material-driven color palette, and a candid photographic direction for a stylish look. The identity system includes city-specific visual modulations for each of the Proper Hotel locations and property types.”