Pacifica Hotels

Pacifica Hotels was renovating an underperforming four-star hotel in Hermosa Beach. They invited us to create a new identity that would contrast strong neighboring competitors. Our insight was that this area was less “beachfront luxury” and more “party central” for locals. So we saw an opportunity in repositioning the hotel with an irreverent edge. With that, the sea monster was born, clowning standard coastal luxury (seahorses, shells, dolphins) and pushing the brand into the bar, pool and outdoor game areas.