HOTEL DECO, TAPESTRY COLLECTION
Second Wave partnered with Hotel Deco, Tapestry Collection by Hilton, to refresh the hotel’s positioning, brand architecture, and visual identity…reconnecting the property to the confidence and ambition of its Art Deco origins. Anchored in Omaha’s iconic Redick Tower, the rebrand balances cinematic elegance with modern clarity. The result is a distinctive, future-ready brand shaped by intention, mood, and discovery.
OUR SERVICES
BRAND ARCHITECTURE
History / Brand Story / Pillars / Personality
VISUAL IDENTITY
Design Aesthetic / Color Palette & Textures / Typography / Photography Direction / Collateral
THE CHALLENGE
THE PROMISE OF POSSIBILITY
Hotel Deco needed to evolve beyond traditional Art Deco nostalgia while preserving the character that defines the building. Previous expressions leaned toward theme rather than meaning, risking a dated or decorative experience. The challenge was to honor history without reenacting it, creating a brand that felt composed, credible, and timeless.
THE CONCEPT
THE CURIOUS SOPHISTICATE
Our approach focused on interpretation over recreation, drawing from Art Deco’s original ideals of optimism, ambition, and belief in progress. We developed a brand centered on confidence, curiosity, and quiet intrigue…allowing architecture, proportion, and atmosphere to lead. Rather than relying on overt references, the experience unfolds through layered moments of discovery. Hotel Deco emerges as a cinematic escape that feels immersive, disciplined, and unmistakably self-assured.
VISUAL LANGUAGE
THE GRAVITY OF GLAMOUR
The visual identity translates this story into a confident design system defined by strong geometry, bold scale, and composed drama. A rich palette of jewel tones, warm metallics, and high-contrast neutrals creates depth and intimacy without excess. Pattern, typography, and layout are layered with restraint, rewarding attention while maintaining clarity. Every detail is designed to make a statement.
