One of the original re-inventors of South Beach, Tony Goldman asked the TS&P agency to help their company (Goldman Properties) revitalize their logo and collateral materials for The Park Central Hotel. Having feel in love with the art deco beauty that is South Beach myself, this was a dream assign
ment – especially since The Park Central is one of the Art Deco Preservation League's more noted buildings on Ocean Drive.Goldman Properties had used heavyweight designers like Todd Oldham for their other South Beach properties like the T, so the bar was set pretty high. I began by studying authentic art deco alphabets and type from the 1920's. I then began sketching and putting letterforms together. After awhile I found solutions that made everyone happy.
Next was the brochure, it had to be contemporary and hip without losing the original art deco integrity. We hired Bruce Weber's one-time assistant Lynda Churilla to do some sexy lifestyle and property shots. The result was 18-page duotone and full-color beauty that showcased the history and luxury of the hotel. In the end, our team (Greg Wheeler and Soren Thielemann) received the ultimate compliment when the notably tough Mr. Goldman gave the team a grade of "A+."
