Challenge

The hospitality group Cape Advisors wanted to open Atlantic City’s first non-gaming, luxury boutique hotel on the boardwalk since the 60s, and they came to us to develop a comprehensive identity for the resort and its amenities. We enjoy a challenge, and this one was to make the brand attract a new set of savvy and stylish visitors while harking back to the city’s glamorous golden age.

Action

Drawing upon the heritage of America’s original seaside resort destination, our identity system aims to highlight the sophistication and modern luxuries available at the Chelsea. We created an elegant logotype and monogram inspired by the Boardwalk’s mid-century heyday, when the jet set brought the glamour to the East Coast’s premier beach resort city. While the inspiration was historical, the implementation was totally modern with a vibrant color palette and clean, spare design. Luxurious materials and debossing on the in-room directory reflect the high level of service and amenities offered, and the website features a fully functional booking system. In addition, the Mucca Design team named and developed the identities for the Sea Spa wellness center and two Starr restaurants: Chelsea Prime and Teplitzky’s, all located inside the hotel.

Results

The Chelsea identity sets the standard for Atlantic City resorts aiming to lure more affluent patrons and contribute to the beach city’s renaissance.

Recognition

• HOW Magazine's International Annual
• Featured in Creative Quarterly 16
• Print Magazine Regional Design Annual
• HOW Magazine's International Annual

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