Flint & Steel Brand Identity

Flint & Steel is an up and coming boutique hotel near Joshua Tree National Park. The hotel re-addresses the conventions of camping and backpacking by creating a much larger personable atmosphere. Flint & Steel aims to make the most out of their guests’ outdoor experiences by facilitating group outings and encouraging a welcoming atmosphere. As a design team, we aimed to create a brand that captivated the hotel's target audience of young adult outdoor enthusiasts. The rugged, yet modern, communal and genuine nature of Flint & Steel inspired the overall look and feel of the brand. The logo mark itself represents a triangular piece of flint and spark that it creates. Rough textures and earthy colors draw inspiration from the desert environment of Joshua Tree, and the chosen typefaces incorporate both a modern and western vibe. Design team: William Leung, Amanda Ortiz, Slavik Gurmeza, Brooke Hankins.