The Beacon

Strategy, Branding, Creative Development, Guest Experience

Some hotels ask for a logo. Others ask for a ethos.

For The Beacon, we looked beyond the building and into the personality it wanted to embody. We found it in Alice Roosevelt—sharp-witted, unconventional, effortlessly stylish, and always just a little ahead of her time.

That perspective became the foundation for an entirely new brand: one where cosmopolitan polish meets a touch of mischief, where every detail feels considered but never precious, and where Washington, DC reveals itself with a little more character than expected.

From the identity and voice to the guest experience, this rebrand was about creating a hotel with a distinct perspective—one that feels as much a part of Dupont Circle as the neighborhood itself.

Because the most memorable brands don’t just tell you where you are. They change the way you see it.