Sea Monster Swallows Hermosa Sea Monster Swallows Hermosa

Sea Monster Swallows Hermosa

Pacifica Hotels

A relaunch in party central

Pacifica Hotels was renovating an underperforming 4-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.


Key takeaways

  • Smart repositioning to unseat the competitive set

  • Conversation-worthy design — a campaign within a campaign

  • Surprising brand applications become part of the fun

What we did

  • Identity design and visual language

  • Interior and exterior signage

  • In-room collateral and guest touchpoint design

  • Created a full suite of hotel items and communications


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