The InterContinental Residence Suites in Dubai Festival City required a brand platform, identity, branded collateral such as a menu, bar stationery, glassware, coasters and matchboxes through to signage for its Level 17 bar. Because of the need for discretion, a logo with the modular identity of "L17" being readable in any direction was created, suggesting a code understood by those in the know. This ethos was extended into the visual language with UV lighting to add mystery to the colour palette.
L17 Corporate Stationery
L17 Exterior secret signage concept
L17 Exterior secret signage concept. off and on
Winner of best in Asia and Middle East in the Wolda Professional Identity Awards