Amy H Parker

The Ashlar Hotel

Brand identity for a proposed boutique hotel in a former freemason’s lodge. Inspired by the idea of a secret society being opened to the public as well as the shady history of the property, I created a mark that suggests that some words or names have been hidden, leaving only the name of the hotel unredacted.

The irregular blocks also hint at stonework, particularly the perfect geometric cut the hotel takes its name from.