Naming, identity and launch system for Measure at The Langham hotel in new york city.

Measure

Measure was a rename and relaunch of an existing high-end lounge at Langham Place. The goal was to create a more distinct all-day destination for drinks, dining, music and experiences while giving the property the brand tools needed to activate it.

The name came from a curatorial strategy that connected music, fashion, mixology, cuisine and decorum. The identity system translated that idea into a refined visual language across menus, collateral, digital and guest-facing materials.

Brand / Client
Measure / The Langham
Category
Hotels, Restaurants & Retail
Context
The O Group
Role
Naming, strategy, creative direction and design direction
Services
Naming, Brand Strategy, Brand Identity, Print Collateral, Website Design, Programming, Collateral Materials
Collaborator
Elisa Penello, design

Measure Langham Place wordmark with widely spaced serif lettering and a fine angular underline.
Dimensional brass Measure Lounge lettering mounted on a dark wall.
Measure website and digital hospitality experience.
Dark gray Measure menu cover with a blind-embossed M monogram and angular underline.
Measure Langham Place business card, front and back, with a multicolored herringbone pattern.
Measure menu system with gray and cream embossed covers, herringbone interiors and printed food and live-music inserts.
Open Measure Langham Place matchbox with a cream sleeve and multicolored herringbone tray.
Two cream Measure Langham Place coasters with multicolored herringbone patterning.

The relaunch helped drive a measurable shift in business, with breakfast and lunch both reported up by more than 50%.

The hotel’s general manager credited the work with creating both the concept and the tools needed to activate the lounge successfully.

Cream embossed Measure menus standing on set tables inside the lounge.
Colorful cocktails served on a tray at Measure’s reflective bar.
Pink sparkling wine poured into coupe glasses on a silver serving tray at Measure.
Colorful vegetable dish with leafy garnishes, cheese and sauce arranged on an oval white plate at Measure.
Measure dessert presentation with pastries, berries and scoops of cream on a rectangular white plate.
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