In 2023 I was commissioned by @matterofform , a London based luxury brand and digital agency, to work the rebranding proposal for the iconic @hotelartsbarcelona . The hotel was in the process of reimagining their visual presence and required design concepts for a refreshed identity. The iconic building is the tallest in the city and is easily recognised amongst the skyline. With its distinctive Pompidou grid-like structure it echoes the same design principles as major art institutions across the world. Inspired directly by the proportions of the building and the architectural philosophy behind Bruce Grahams monumental project we aimed to develop a flexible identity system which pays homage to this iconic member of the Barcelona skyline.Celebrating the history and heritage of the iconic hotel we incorporated the hand drawn script featured in the previous branding, juxtaposed with the sans-serif simple block form. This simple block form is a blank canvas with the ability for a multitude of branding expressions to be played with, while retaining consistency and recognisability always. The result is an identity which celebrates the hotels past while looking to the future.