St. Jane 


The landmark Carbide and Carbon Building housed the Hard Rock Hotel brand that was not authentic. The owners of the property wanted to launch a new brand of boutique hotel rooted in Chicago’s history that would essentially give the iconic building back to the city of Chicago.

Creating common ground for the uncommon.


→ Brand Positioning → Naming → Brand Identity → Copywriting → Brand Guidelines → Brand Book → Brand Illustration Library → Interior Design Direction → Keyless Entry Card Design → Hotel Collateral → Café Concept + Collateral → Rooftop Bar Concept → Restaurant Menu→ Social Campaign  

Jane Addams

When deciding on a name for the new hotel, we were inspired by the spirit and works of a truly great Chicagoan, Jane Addams, who championed the values of community, new possibilities and a better life for all. In 1931, she became the first American woman to be awarded the Nobel Peace Prize, and is recognized as the founder of the social work profession in the United States.