Not a query from a Jane Austen novel but the question Jay Schwartz of IdeaWork Studios asked himself as he crafted the brand identity for The Darcy Hotel, and two dining options within the brand new hotel just off the 14th Street Corridor in downtown Washington D.C. “Our strategy was to create the persona behind The Darcy, and then stay true to that mindset,” explained Schwartz, founder and Chief Creative Officer.
“From a branding perspective, we were constantly asking ourselves, ‘What would Darcy do here?’ and, ‘Would Darcy use this?’ as we developed every aspect of the hotel and food and beverage collateral.
The visual identity we developed is authentic, with idiosyncratic touches: refined, with classical European influences, high-end, but with an edge.” The branding elements are injected with personality — moody, polished, stylish, and provide guests a singular alternative to neighboring business hotels.”
