The_Modern Hotel.

A hotel where design, culture and play collide, The_Modern is inspired by The Sarasota School of Architecture: a movement that adapted European Modernism to the culture and climate of sub-tropical Florida from the 40s to 60s. 

A dynamic system, the logo expands and contracts to fit various formats and experiences, representing Modernism's adaptations across continents and climates, whilst a playful sketchbook-esque illustration style captures vacation moments in the style of mid-century architects, such as Paul Rudolph or Victor Lundy.