The Pennywell Hotel is a sophisticated, lively hotel in St. Louis, MO, with a rich building history. The late 19th-century structure, formerly the Merchants-Laclede National Bank, is celebrated through accountable service, an elevated built environment, and a blend of historic and modern details.
ART DIRECTION — Simone Shafer
PHOTOGRAPHY — The Pennywell, a Hilton Hotel
The Pennywell Hotel embraces St. Louis’s entreprenuerial spirit and rich history of initiating progress, believing in the notion that small investments have the power to yield great returns.
The identity system draws inspiration from historic ornamentation, banking ephemera, and the material palette of the interior design. Diamond details—or carets—are the guiding elements used throughout the system in the form of framing devices, layout anchors, and die cuts.
Typography is tidy and sophisticated, with a utilitarian approach to alignment and composition as a nod to banking documents. Dotted and solid rules provide structure to layouts.
Color reinforces the documentation reference, making use of various light paper stocks reminiscent of folders and writing pads. A rich olive relates to bills, interior design materials, and the hotel’s Olive Street address.
The use of gold reinforces the element of trust, reliability, and standards within hospitality. It is also consistent with interior finishes and historic details.
Pennydrop is the hotel’s on-site lobby bar, offering craft drinks and shareable plates. The outlet is surrounded by a geometric, metal screen that inspires the marks, patterning, and layouts. Pennydrop’s visual system maintains a handshake with the hotel brand through color and typography.
