The Society, an interiors-led hospitality design collective, proudly unveils its bold new brand identity, a transformative leap that encapsulates its mission to create narrative-driven, experiential spaces. This rebranding marks a significant milestone in the firm’s journey, showcasing its commitment to creativity, collaboration, and the art of storytelling, particularly in its diverse range of hospitality projects that invite guests to engage with their surroundings in meaningful ways. 

Deeply rooted in the themes of alchemy, inner circles, and the pursuit of perfection, the reimagined visual identity reflects The Society’s core values. Crafted in partnership with Cincinnati-based studio Edelmade, the rebrand includes a revamped logo, a warm, neutral color palette, and a new mascot—the toad—symbolizing transformation and wisdom. This choice nods to the myth of the Philosopher’s Stone, representing the final product in the refinement process of alchemy. This fresh look will be prominently displayed across digital platforms and the firm’s newly designed website.

“The goal here is to reinforce the mission that has always guided our work, while clearly communicating our ethos and priorities to clients and partners,” says Casey Scalf, Director of The Society. “We embrace curiosity and storytelling as fundamental components of our design process, allowing us to create spaces that resonate on a deeper emotional level.”

Acting as an affirmation of The Society’s core values, the new identity boldly reflects the firm’s design mission—strikingly unique, yet elegantly understated. Included in the package is a new, impactful logo accompanied by streamlined color palettes, visuals, and typefaces. The new website, social pages, and corresponding marketing materials are all designed to evolve with The Society’s growing project portfolio, serving as a powerful catalyst for future growth and client partnerships.

Since its founding in 2016, The Society has partnered with notable hotel brands including Moxy Hotels, Marriott Hotels & Resorts, and Hilton Hotels & Resorts on global projects spanning coast to coast and extending to destinations like Hawaii and Belize. Recently, the firm completed projects such as Moxy Hotels Omaha, and Maui Coast Hotel, and is excited to announce upcoming properties including Aidan New York City, Hotel Willow a Marriott Tribute Portfolio, and Moxy Hotels Asheville, Allentown, and Cincinnati. 

To learn more about the firm, its people, recent projects, and to experience The Society’s new branding, please visit https://welcometothesociety.com/.