Visitation Hotel

The Visitation Hotel Frederick is a boutique destination that blends historic elegance with modern comfort. Set in a 200-year-old landmark building that once served as a monastery and later a Catholic all-girls school, Visitation has been transformed into a mixed-use development in the heart of Frederick, Maryland. The upscale hotel and luxury condominiums reflect the community’s vision for spaces that honor the past while offering contemporary living. Our team developed an identity system that captures this evolution — balancing heritage, hospitality, and thoughtful modernity.

Our visual approach was inspired by the concept of Austere Luxury, which honors the building’s architectural simplicity while bringing historic features — such as stained-glass motifs and balanced symmetry — into a modern, elegant context. The logo embodies this balance by combining serif and sans serif fonts with a bespoke emblem, creating a look that is both timeless and inviting.

Building on this foundation, the brand system incorporates a carefully chosen typographic palette that blends tradition with a fresh perspective, complemented by a sophisticated, understated color story. Together, these design choices convey a refined aesthetic while resonating with today’s audience. The resulting identity is versatile and harmonious, thoughtfully celebrating the building’s heritage while enhancing its role as a vibrant shared destination.