The St Paul is a boutique luxury hotel located in a heritage Beaux Arts building in the historic neighbourhood of Old Montreal. To coincide with the St Paul’s recently modernized interior, Fivethousand Fingers was commissioned to design a new identity encompassing a broad range of deliverables, from the logotype and corporate stationery to room collateral, interior communications, and sales documents.
Flush with bold colours, textures, and bespoke furniture, the hotel called for an identity that would both represent and complement its opulence. The minimalist design is paired with careful material choices and an abundant use of gold foil, striking a balance between glamour and restraint.
The hand-drawn logotype, the subtle typography and a custom pattern inspired by Beaux Arts architectural features all lend themselves to the sophisticated and timeless character of the brand. In addition to strategy and design, they provided art direction for digital products, sourced suppliers and material, and oversaw production of the full suite of collateral.