One hotel. Three identities. All with an Indie Edge.

In downtown Indianapolis sits a 13-story Brutalist building. Since 1969, it’s been a few things, including an attorney’s office. Its new owners had more inviting aspirations for it: a boutique hotel.

Our opportunity? Transform a concrete cube into the crossroads of culture and community for those who seek the uncommon—locals included.

Welcome to Hotel Indy. As the name implies, it proudly represents the city’s fiercely independent spirit. Evoking the architecture, icons (i.e., Kurt Vonnegut Jr., Steve McQueen, Janet Gutherie and many more) and the area’s curious charm, we developed the concept and branding of Hotel Indy. And we didn’t stop there. We also led the way on its supper club-inspired restaurant, The Hulman, as well as its 70s disco era-drenched rooftop bar, The Cannonball Lounge. Every element of the brand experience is a nuanced reflection of Indianapolis’ intriguing and discerning edge.