CLIENT: KIMPTON FRANKFURT
Form, Color & Perspective – How Design Studio blila
and Art Director Justina Honsel shaped the New Kimpton Frankfurt Branding.
In a world where many hotels compete for attention with bold and flashy designs, Kimpton Frankfurt takes a more refined path. Its identity is not about standing out loudly—but about blending harmoniously into its surroundings, offering an atmosphere of calm and elegance. The design emphasizes simplicity and beauty, using form, color, and perspective to create a subtle yet lasting impression.
Created by Frankfurt-based design studio blila and Art Director Justina Honsel, the project is a testament to the power of clarity and quiet sophistication. By stripping away the unnecessary, the design is guided by atmosphere, texture, and tactility. With creative direction from Waldo Works and Laura Bartlett, the brand experience captures the spirit of the Kimpton lifestyle—balancing inspiration and comfort in every detail.
Material as a Mindset
Material choices play a key role in this visual language. From shiny chrome paper to earthy tones like burnt sienna and forest, each element is carefully selected and used across touchpoints—door hangers, luggage tags, and beyond. The result is a warm, cohesive feel that invites rather than overwhelms.
Typography with Gentle Precision
The custom typographic system features a reduced grotesque typeface set entirely in lowercase. It maintains clarity and structure while adding a soft, human touch. Rooted in Bauhaus principles, only the regular weight is used—creating a calm, rhythmic consistency across all materials.
A Brand Beyond a Logo
Branding today is more than just a logo. It’s the full experience. This project showcases how visual identity can support emotional atmosphere. Through thoughtful use of materials, type, and layout, the Kimpton brand presents itself with a quiet confidence and modern elegance.
More Than a Visual Identity
This was not just about design—it was about creating a holistic brand experience. The scope included:
Development of a comprehensive brand guide
for internal and external alignmentCrafting the brand dashboard through muse, guest journey, daily energy flow, and signature experiences
Production of bilingual (English and German)
materials for launchDesign of over 60 printed elements including
business cards, door hangers, luggage tags, postcards,
valet parking tickets, and coasters