How a Rooftop Pool and Bar Rebrand Earned Rave Reviews for a Phoenix Hospitality Hot Spot
The Kimpton Hotel Palomar is a hip, vibrant boutique hotel in bustling downtown Phoenix. Known for its warm hospitality and unbeatable location, it’s a staple for locals and leisure and business travelers alike.
Its reputable Kimpton quality aside, the property’s rooftop pool and bar had the potential to be more than just an afterthought. As such, Kimpton sought to transform the amenity into an experience that would intrigue and delight anyone seeking a getaway from the everyday.
The Challenge: Rebranding an Under-Construction Rooftop Retreat
Reimagined as an urban garden oasis, Kimpton wanted to attract Phoenix locals, leisure guests, and business travelers. As part of the glow up, they envisioned guests coming for the highly crafted menu and excellent service, and staying for the unparalleled views both day and night.
But that space was thirsty for a new brand — one that was descriptive, evocative, and experiential.
Off Madison Ave was called in to rename and rebrand the soul of the rooftop paradise. We were confident we could cultivate a new brand for the oasis overlooking the city that would complement the hotel's hip, elevated persona.
Capturing Rooftop Retreat Essence Through Immersive Rebranding
Reimagining a brand identity requires balancing many perspectives in order to create a cohesive new brand experience. To get it right, we started by exploring what potential visitors might desire in a downtown Phoenix hotel rooftop retreat. What would make their hearts skip a beat? What feelings do we want to leave them with?
Conversations with the client team extensively clarified insights into their vision, preferences, and goals, which allowed us to identify six key characteristics that would steer and shape the rebranding process.
Welcoming
Fun
Refined
Vibrant
Adventurous
Cheeky
Because we couldn’t immerse ourselves in the physical space, it was more important than ever that our in-depth creative exercises pinpointed the just-right features and aesthetics to imbue the new brand. To do this, we took our diverse set of decision makers through a multi-part series that explored both inspirational elements and tangible details. Together, we unearthed a new ethos for an urban oasis dripping with potential.
The Result: Introducing ‘Eden’ as the Rooftop’s New Identity
Instantly recognizable, Eden brings forth images of a lush, garden paradise. There’s an element of sex appeal too, as Eden was where Adam and Eve shared the forbidden fruit.
After Eden emerged as the new name and brand story, we delivered the logo, color palette, secondary marks, and patterns, as well as applications, including a few surprise and delight moments. Now, Phoenix’s top downtown boutique hotel has an alluring amenity to wrap their marketing around to lure people in.
“@edenbarphx was a haven of luxury, offering an unforgettable experience that delighted all my senses. From the lavish décor to the breathtaking views, the impeccable customer service and the 5 star meals, it was true pleasure from start to finish.” — @curatedby.ap
Featured in travel influencer @welcometoaz’s top four rooftop bars to watch the sunset in Phoenix
4.6/5 rating for ambiance on Opentable
4/5 star rating on Yelp
Does your evolving brand deserve an upgrade? Give us a call to do it justice.