CIVILIAN Hotels
Strategy
Visual Identity
Brand Development, Storytelling
Creative Direction, Art Direction
Illustration, Collateral
Photography, Digital, Marketing
COMPLETE BRAND IDENTITY FOR JASON POMERANC'S BROADWAY HOTEL
CIVILIAN is a 203-room boutique hotel at 305 West 48th Street — on a quiet block in the Theater District, a short walk from 41 Broadway theaters and within the most entertainment-dense square mile in New York. The property is hotelier Jason Pomeranc's and its design is David Rockwell's: a hotel that doesn't merely acknowledge its location but structures its entire identity around it. Rooms are designed to evoke theater dressing rooms. Light fixtures depict all 41 Broadway theaters. The lobby, the bar, the rooftop lounge Starchild — everything at CIVILIAN reads as a love letter to the particular glamour of Broadway, without the nostalgia and without the kitsch.
Considered built the complete brand identity for CIVILIAN — brand development, tone of voice, visual identity, signage, collateral, digital design, marketing, photography, and content creation. The brief had clear risks: too literal and it becomes a themed hotel; too detached and it loses the concept that makes the property legible. The brand needed to carry the Broadway reference point without being consumed by it — to feel like a hotel with a specific point of view, not a hotel decorated around a concept.
CIVILIAN is a Michelin Guide selected hotel, ranked among New York City's top 30 hotels on Tripadvisor, and consistently cited for its design intelligence and quality of service. The brand we built for it holds together because it was built from the concept outward rather than applied afterward.
