In the fall of 2024, we began a collaboration with Hotel Plaza in Västerås on the occasion of their journey of change. In the first stage, their Skybar was developed with a new concept and interior design, and in connection with that, they came to us to develop an updated graphic profile. The bar is one of Sweden's highest and, in addition to standing on its own two feet, it also contributes greatly to the hotel's attractiveness.

For the graphic profile, we drew inspiration from the interior design concept that had been developed, with a clear starting point in art deco. We mixed the aesthetics with elements from classic liquor brands, perfumes and beauty. The result is a profile based on a sans serif, shapes taken from classic labels, a dull and saturated color scale and an image world that flirts with art.

During 2025, we continued the collaboration with Hotel Plaza and its sister hotel, Hotel Esplanade, by developing comprehensive brand platforms for both establishments. These platforms define their positioning, values and visual identities, ensuring that the hotels are clearly differentiated yet share a unifying sense of quality and character.

As part of this work, we created a new logotype for Hotel Plaza that reflects both its modern character and its roots in Västerås. The logotype was complemented by a new communicative concept that strengthens the hotel’s voice in all external channels.

We also developed the identity of the hotel’s restaurant, starting with a new name, The Gallery, that conveys both atmosphere and ambition. To this we added a logotype and a complete graphic profile, giving the restaurant its own distinct presence while still harmonizing with the overarching brand.