The Iron Horse Hotel is a destination boutique hotel in Milwaukee, WI. Located down the street from the Harley Davidson Museum, the Iron Horse is geared towards motorcycle enthusiasts and business travelers alike.
The goal of this redesign was to tap into and juxtapose the bold grittiness of Biker culture with an upscale and modern Milwaukee lifestyle.
Rather than creating a single logo for Iron Horse, I chose to go with a system of lockups inspired by motorcycle club patches as I felt it was a better representation of the laid-back and welcoming tone of the brand.
The rebrand features hand-drawn and vectorized hand signal illustrations to be used within the system as both a pattern and standalone elements.
