Waiting on you since 1865
Client
Hamilton Hotel
scope
All Projects
Digital
Identity
Illustration
Interior by Designwell
Strategy
sector
Hospitality
The background
The story of the Hamilton Hotel began in 1865 under the stewardship of Captain W.E. Turner. Over more than a century, the site became a cornerstone of Hamilton’s social fabric, hosting everything from the Waikato Jockey Club to a historic visit by Queen Elizabeth II in 1953. Despite a devastating fire that forced a complete Beaux-Arts rebuild in concrete, the establishment remained a local titan until it officially ceased hotel operations in 1980. The challenge for Daymark was to take this prestigious, albeit dormant, architectural icon and reposition it for a new era without losing the gravity of its 160-year legacy.
The Strategy
The strategy was built on a deliberate paradox: "The façade is old. We are not." Rather than adopting a museum-like approach to heritage, the strategy leaned into the "many eras" of the building to create a brand that felt both distinguished and unexpected. A central pillar of this approach was the cheeky acknowledgment of the building's current identity. By leaning into the fact that the building is a local landmark but no longer offers lodging, the tagline "is not a hotel, is in Hamilton" was established to create an immediate, memorable brand personality that felt honest and slightly rebellious.
The Solution
The visual solution centered on a high-contrast identity that paired "old-world" prestige with "new-world" grit. The design team developed a custom wordmark and monogram inspired by the physical typography found on the building’s original facade, ensuring the brand felt literally "built" from the site. This was complemented by the use of Cortese, a sharp, contemporary display typeface, and Droulers, a body font that mimics the distorted, rhythmic imperfections of vintage typewriter keys. The tone of voice moved away from standard hospitality tropes, instead using messaging like "Waiting on you since 1865" and "Here for a long time and a good time."
The Outcome
The brand identity for the Hamilton Hotel resulted in a cohesive system that anchors a historic landmark within a modern commercial context. By reclaiming the name and repurposing it for a contemporary restaurant and bar, the project established a distinct sense of place that acknowledges its 1865 origins without feeling dated. The identity provides a functional framework for the venue’s operations, ensuring the brand remains adaptable as the site continues to evolve. Ultimately, the work moved the Hamilton Hotel beyond its status as a dormant historical reference, establishing it as a relevant, active fixture of the city’s dining and social landscape.
Credits
Photography by Lucie Smeriglio and Adrienne Pitts
Illustrator by Keirryn Hintz
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