Craft a name, narrative, identity, and design for a boutique hotel on a mission to be the “antidote to the ordinary.”
- Art Direction
- Brand Identity
- Brand Positioning
- Content Creation
Located in the heart of Charleston’s historic district, The Ryder is a boutique hotel inspired by the city’s vibrant energy and the Lowcountry coast.
Its stylish 91 guest rooms are complemented by a lobby cafe, tropical restaurant and bar, outdoor pool, sundeck, and terrace. The development team set a vision for an inviting, retreat-inspired space where cool colors, blonde wood, local art, and artisanal details evoke the laidback energy and aesthetic of the coast — and welcome neighbors and world-travelers alike.
The hotel’s name nods to Japhy Rider, the adventure-seeking, spiritual explorer in Jack Kerouac’s Dharma Bums. His ever-curious, road trip-in-progress energy became the source from which all design and storytelling flowed.
The brand design reflects the hotel’s laidback, fun-loving spirit and oasis-inspired interiors.
A custom script reflects the brand personality — the friend who brings the good times and great stories, making everyone around them feel at home and free to be themselves. A family of graphic elements paired with playful, soulful copy set the brand apart and reflect its mission to nurture genuine connections and the independent, fun-loving spirit in all of us.
The brand design deftly touches every part of the property, creating a seamless, unforgettable, and immersive experience — from wayfinding, room keys, in-room stationery and materials, and door hangers to signage, merch, menus, coasters, guest robes, and even pool tile.
The color palette reflects the interior design’s modern, layered, and earthy aesthetic with soft hues of sand, wood, water, sunrise, and sunset.
Hand rendered illustrations of iconic coastal elements like palm trees and a sun-inspired monogram evoke the brand’s eclectic style and add visual interest and flexibility to an array of applications.