SIGNET is a boutique hotel located in Mission Beach, San Diego. Focused on providing an extravagant experience to business travelers, this property blends classic sensibilities with a modern aesthetic. Primarily targeting male business travelers, aged 35–45, in the $80,000–200,000 income range, with a secondary market of locals in the same age and income range. SIGNET is unique for its approach of the Victorian Gentlemans’ Club ideals with a modern visual approach, utilizing modernist simplicity to accentuate quality of service. The brand plays on its own ego to engage the audience, while encouraging them to have fun. The color palette is kept neutral, emphasizing a modernist aesthetic. Elements are given generous space, with the type treated with ample leading. The Zepplin typeface, chosen as a clean sans serif for its distinct extended face built into the family, which aids the sense of luxury. Bolyar Ornate was used to build the crest with its elegant, thorny appearance that speaks to the wit and sophistication of the audience. Copy tends towards the tongue-in-cheek, to reinforce the sense of ego present in the brand. Long, sleek shapes and forms convey the suave elegance of the brand, while vellum speaks to the transparency, and implied layering that lends sophistication to the brand. Heavy use of black and white photography create a nostalgic atmosphere that implies SIGNETs’ old-world roots.