Born out of the lineage of Montage Hotels & Resorts, Pendry represents a new expression of luxury—one rooted in design, exceptional service, and a deep appreciation for culture. Established in 2017 with its flagship boutique property in San Diego, California, Pendry quickly grew beyond its origins. As the brand expanded to multiple destinations, it became clear that its identity needed to evolve to reflect a more sophisticated and enduring vision of luxury hospitality.

The original brand language, anchored by a pink tartan pattern and rose iconography, conveyed charm but lacked the refinement necessary for the brand’s future ambitions. To meet this challenge, we led a comprehensive repositioning of Pendry’s identity. Our work included updating the logotype, redefining the brand’s messaging and positioning, and designing a new rose logomark that balanced heritage with modern elegance. Together, these elements established a timeless yet contemporary foundation for Pendry—one capable of supporting its expansion while reinforcing its place within the luxury hotel landscape.

Our design efforts include the repositioning, brand strategy, logotype, monogram, brand guidelines, style guides, operational standards, marketing collateral, advertising and brand messaging for 13+ property locations.

As the brand extends their reach to both resorts and residences, our design efforts have expanded to photography art direction, advertising campaigns, residential sales collateral, packaging and corporate communications.

Photography: Christian Horan