AN OLD WORLD CITY WITH A NEW STORY
CLIENT: THE LOUTREL HOTEL
SCOPE OF WORK
VISUAL IDENTITY DEVELOPMENT
SIGNAGE DESIGN
PHOTOGRAPHY ART DIRECTION
Inspired by Charleston's iconic landscape, architecture, and cultural renaissance in the early 20th century, The Loutrel opened in 2021 as a modern luxury boutique hotel. It tells the story of a city evolving from its storied past toward a progressive future, all while celebrating the present moment. Designed as both a sanctuary and a statement, The Loutrel captures the timeless charm of Charleston and reflects the Holy City's enduring harmony of history, art, and hospitality.
2022 Travel + Leisure #1 Hotel in Charleston, #2 Best City Hotel in the U.S., and #20 Hotel in the World
LEGACY WORK DURING TENURE AT CHARLESTOWNE HOTELS
BREAKING DOWN THE BRAND
THE VISION
To capture the quiet beauty, tranquility and refined artistry of Charleston’s gardens, tucked amongst classic Southern residences and cobblestone streets. The goal was to develop a design that reflected Charleston’s creative spirit, deeply rooted in tradition yet refreshingly modern, serene, and sophisticated.
TYPOGRAPHY
The foundation of The Loutrel’s brand identity lies in a thoughtful pairing of Overpass and Apricot—two typefaces that balance structure with softness. Overpass, a clean sans serif, provides modern precision and clarity, anchoring the entire visual system. Apricot, a refined serif with delicate contrast and organic curves, brings warmth that mirrors the natural world reflected in Charleston's landscape.
VISUAL IDENTITY
Drawing from the intimacy and femininity of Charleston's garden spaces, The Loutrel's visual identity begins with a palette inspired by lush tonal greens of pine and fern. Modern typesetting introduces an opulent, editorial tone, while delicate line borders echo the geometric layouts of the city's walled gardens. Botanical engravings and black-and-white plant photography add layers of texture and history, creating a dialogue between old and new. In signage and tactile design, rusted steel finishes and refined print techniques—such as blind embossing and foil stamping—bring a sense of craftsmanship that mirrors the property itself. The result is a visual language that feels alive with a distinct point of view, bridging the past and the present.
CELEBRATING SUCCESSION
The Loutrel has emerged as one of Charleston’s most celebrated hotels since its debut—recognized globally for its thoughtful design, exceptional hospitality, and sense of place. Accolades include Travel + Leisure World’s Best Awards, TripAdvisor Traveler's Choice Awards, Condé Nast Traveler Hot List, LIV Hospitality Design Awards, Forbes, and Michelin Guide. In its first year, The Loutrel was honored as the #1 Hotel in Charleston, #2 Best City Hotel in the U.S., and #20 Hotel in the World by Travel + Leisure (2022). It's a special place where history and hospitality are in perfect harmony.
