For the Provocateur Hotel—a sister to the Roomers hotels in Frankfurt, Munich, and Baden Baden—we created a complete identity for the brand. With the name of the hotel already set, we began with a logo and a claim. The logo and claim needed to both capture the personality of the hotel (elegant but a bit naughty) and at the same time create a communication system that worked across many different touchpoints: from the website, to print collateral, to signage inside the hotel, gift cards, matchboxes, menus, and more. The claim we developed, Made with L’Amour, provided our tone of voice, and a type of duality which we were then able to use throughout all communication.