For Holiday Club, the lounge at The James Nautilus Miami Beach, we defined the concept and the guest it was for, then shaped an identity, collateral and a social voice that give the hotel a destination of its own, inspired by mid-century lounges and Palm Springs social clubs.
Relaxed. Social. Timeless. Holiday Club is intimate, playful and made for music, cocktails and connection: stylish without being precious, seductive without being exclusive.
Inspired by mid-century hotel lounges, Palm Springs social clubs and the spirit of Dean Martin, it is a room for hotel guests, locals and visitors to wind down, or turn up, depending on the night.
Logo · Color · Typography
Velvet curtain and neon cherry.
Deep velvet red and electric cherry, grounded in smoke, bitters and a touch of gold foil, draw from late-night interiors and candlelit bars. A retro script paired with a refined display face gives the wordmark its theatrical flair.
Interiors · Atmosphere
Velvet, shadow and gold.
Red curtains, curved banquettes and the vintage flamingo sculptures at the heart of the lounge set the mood. The brand takes its cues from the room itself, so the identity feels like part of the atmosphere.
Iconography · Illustration
A playful nod to the lounge's vintage sculptures.
Illustrated flamingos, social, mischievous or quietly sipping, add personality and humor across menus, coasters, signage and digital, without ever overpowering the room.
Menus · Matchbox · Napkins · Coasters · Pins · Pen · Check Holder
Small keepsakes that linger past the night.
A custom matchbox, cocktail napkins with the full logo and the flamingo icon, coasters, pins, a pen and a check holder. Each one is useful at the bar and worth taking home.
Voice · Look and Feel · Post Types
A stage beyond the club.
Witty, not try-hard. Sultry, never sleazy. Posts feel like found fragments from a perfect night: handwritten lines such as Just follow the velvet, flash-lit cocktails and design-forward details like the flamingo playing card.
Memorable, playful and just the right amount of dramatic.
Holiday Club turns a hotel lounge into a reason to come back: a room locals choose, a brand guests take home and a new path to growth for the hotel beyond its rooms.
