The Equus Hotel

Logo Design, Brand Identity, Merchandise Design, and Illustration.

This rebrand project helped push The Equus Hotel's visual identity forward. Their challenge was standing out as a family-owned and operated boutique hotel in a highly saturated hotel and tourism market. Their previous branding leaned on somewhat generic horse imagery. After analyzing their competitors and Equus's differentiators, it became clear that they had Hawaiian cowboy (or paniolo) roots they needed to lean into. Being one of the only hotels on the island able to offer beachside horseback riding, paired with the owner's paniolo heritage, we felt that was their biggest differentiator, and they needed to lead with it. After extensive exploration into color, shape, and type, we landed on a direction that balanced rugged heritage with refined, modern hospitality, built around a signature detail: the paniolo, or Hawaiian cowboy. It carries a rich story, giving the mark instant recognition and differentiation while staying true to its roots. From custom illustrations and a website to ad campaign strategy, the result was a brand that felt far more engaging.