Viceroy is defined by its distinct destinations and experiences. While each property has a strong individual presence, there was an opportunity to unify the brand without removing what makes each destination unique.

Each hotel serves as both a singular story and part of a curated collection of elevated experiences. To bring the guests closer to this idea, we created custom visual identities for every property, built around a storied emblem and a discoverable pattern. Together they reveal unique moments to each destination across the Viceroy Portfolio. In addition to the individual identities, we systematized the master brand through a unified approach to art direction, color, and typography, creating elevated clarity and precision at the master brand level.