The Kingsley Hotel
CATEGORY
Hotel
SERVICES
Brand Identity
DATE
2026
Overview
The Kingsley has been a fixture in Bloomfield Hills since 1958. For years, it operated under the Doubletree by Hilton flag, which came with the name recognition of a global chain but none of the character of an independent. When ownership decided to drop the franchise and go boutique, everything had to change. The name, the story, the look, the tone, and every physical touchpoint a guest would encounter from the moment they pull into the drive.
We came in to build it all. Brand strategy and positioning, messaging architecture, logo and identity system, and a complete set of brand guidelines that extended across the hotel's three distinct experiences: The Kingsley itself, Zalman's Diner, and The Duke Bar. The work covered everything from exterior signage to business cards to key card envelopes to powder room hand towels.
THE OPPORTUNITY
Going independent always comes with some uncertainty.
For The Kingsley, the upside was clear. The property had the bones, the history, and the location to compete with the boutique hotels attracting guests in the region. The goal was to sharpen the positioning, attract the groups and events that the space was built for, and push the average daily rate to where it belonged. As much as anything, ownership wanted to reclaim something the hotel had quietly lost over the years: its place as a genuine hub for the Bloomfield Hills community. A destination, not just a place to sleep.
The brand needed to make that case.
THE SOLUTION
We anchored the brand in the idea of "Beyond Ordinary." Not as a tagline meant to impress, but as a lens for every decision made. The visual identity is built on a confident wordmark with a custom icon, a tight palette of black, white, and metallic gold, and a pattern system derived from the mark itself that gives the brand a sense of depth and craft across collateral.
Zalman's and The Duke Bar each received their own positioning, voice, and attributes, distinct enough to feel like genuine destination concepts but coherent enough to live comfortably under The Kingsley umbrella.
The brand system was designed to work everywhere: monument signage, room key cards, enamel pins, gift bags, door hangers, notepads, and letterhead. We treated every touchpoint as part of the guest experience, because at this level, it is.
