Daily Updates: Dec 24

Hotel Willa by CLUB

Brand Identity And Wayfinding For Hotel Willa

Club created the brand identity, collateral, and wayfinding for Hotel Willa, a hospitality project in Taos, New Mexico. The system draws from Taos Pueblo and Spanish influences, adobe architecture, and vernacular wood signage. A custom logotype references weather-worn Southwestern letterforms, paired with a utilitarian type palette for clarity. Handcrafted dingbat iconography echoes light-carved negative shapes found in regional construction, while bold supergraphics extend the language across ephemera. Colors are lifted from the Rio Grande basin—desert brush, big skies, thunderclouds, and mineral-rich earth—anchoring the brand in its landscape. In collaboration with Electric Bowery and Terramoto, the visual program complements interiors and native landscaping, honoring heritage without pastiche. The result frames a considered hotel experience where local craft, cultural memory, and contemporary hospitality meet.