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Settling into style

in Big Spring, TX

The elegance of this historic hotel, with all of its hand-crafted Art Deco details, was waiting to be rediscovered on this 30-year revitalization and passion project.

the challenge

Refreshing a historic brand by staying true to its heritage

As part of a multi-million-dollar restoration, the historic Hotel Settles in Big Spring, Texas, selected us to rebrand and reopen the hotel. Our work spanned every visual design element of the hotel and its restaurant, bar, and spa, as well as the advertising and publicity to generate excitement and awareness leading up to the grand opening.

the Solution

We started by researching the history of the property and came across a recurring motif in the original build-out: a custom-drawn, art nouveau capital “S” letterform. It was the right answer for the hotel’s mark.

We designed every visual element of the hotel, restaurant, and bar, including logos, signage, in-room materials, menus, and website. The night before the reopening we held a lighting ceremony for the historic sign atop the hotel, which had been dark for 30 years.


People traveled from around the area to witness the lighting, and the ceremony was covered live by Midland TV news as well as several West Texas daily newspapers. Hotel Settles reopened to great fanfare, and we garnered publicity in publications around the state, including a multi-page story in Texas Monthly.

Hotel Settles Logo Family

Project Partners