In a crowded tourism market, The Guild saw an opportunity to reimagine traditional hospitality. Tasked with a complete overhaul of their identity, we found visual inspiration for The Guild at the intersection of travel’s mid-century allure and system theory. These two contrasting elements worked together to revive the excitement of destination travel while creating the seamlessness necessary for guests' peace of mind. From the core mark to the photography to the site, we went beyond the “home meets hotel” concept to bring a warm yet whimsical world and voice to help people look forward to travel.