Project included:

_ Brand design
_ Art direction for illustration & photography
_ Print management

Brand touchpoints:

_ Logo refresh
_ Stationery system
_ Print ads
_ Gift card with holder and box
_ Room card and holder
_ Door hanger
_ Retail bags
_ Luggage tags
_ Coasters
_ Matchboxes
_ Vouchers


The Joule Hotel is located in Downtown Dallas and underwent a massive renovation to create a landmark destination that has become a gem in the city. Renovations included the addition of a Taschen Library, ESPA spa, Traffic LA, Tenoversix, Weekend Coffee, CBD Provisions amongst other dining and entertainment options, new Penthouses and refreshed interiors displaying an impressive art collection.

Their brand needed an update to reflect these landmark changes and the Joule’s creative spirit. Lifestyle photography by Matt Hawthorne and beautiful photo collage by Ashkan Hanover act as brand artwork used in campaigns. Handwritten typography adds finishing touches to pieces like magazine ads and personalized business cards. Hand painted textures and odd pairings create an unexpected touch to stationery, while classic typefaces and a rich color palette add a consistent thread to bring everything together. The Joule’s brand intentionally breaks many rules because the experience there is consistently different.