Hotel Impossible: Streamline Hotel


When the producers to Hotel Impossible called to ask if we were interested in helping them develop a new brand for a historic hotel in Daytona Beach, we jumped at the chance. But, when we saw the place with our own two eyes, we were a little nervous, to say the least. It was dirty, decrepit, and a little bit scary. Still, with its original art deco architecture and storied history as the birthplace of NASCAR, we knew that the Streamline Hotel had the potential to be a true gem, once someone dug it out of a very deep rough. So with just a week until showtime, we developed a brand that reflected the Streamline Hotel of the future: sophisticated, modern, a place that honored its history and set a new standard for the future. In addition to designing the new logo, we created materials for every single guest touchpoint, from the shuttle that picks them up at the airport to the gift received upon check-out.


In addition to developing new graphic materials, we also came up with new ways to define the Streamline experience and make it more memorable for guests. Upon check-in, guests will receive a Streamsicle, a gourmet ice pop perfect for welcoming people to the beach. And every night, guests are invited to the roof for a Sunset Toast, where they will enjoy a complimentary cocktail and the beautiful Daytona Beach sunset. By weaving these small, yet memorable moments throughout their guests’ stay, Streamline Hotel will truly become the talk of the town, this time for all the right reasons.