Associate Art Director
For the wordmark, we wanted something rooted in typographic tradition. And not just anywhere, but specifically New York; Gramercy is such a quintessential neighbourhood of the city.
The idea of flowering felt like an inviting symbol; encouraging those ready to put down roots and embrace the next chapter ahead.
It’s a symbol borrowed from an analogue era of printmaking and manual typesetting – an era that Gramercy Park effortlessly calls back.
Just as the rooms can connect, the grid system embodies that same adaptability.
A deliberate departure from the typical hotel corporate sub-brand.
Watson created a New York-inspired brand identity for The Florian, a Gramercy Park residence, drawing on the typographic legacy of Milton Glaser and Herb Lubalin. The identity centers on a swashed serif wordmark complemented by a fleuron symbol, a deep green and cream palette, and photography by Ryan Neeven. The project blends historical references with modern sensibility to reflect the neighborhood’s enduring character.
Watson developed a rebrand for Motto by Hilton that uses a curated set of eight typefaces to express each hotel's local character. The identity system ties typography to neighbourhood personality while maintaining global cohesion. Photography, film, and a modular grid system reinforce the brand’s adaptable and locally rooted positioning.