The St Paul is a boutique luxury hotel located in the historic neighbourhood of Old Montreal. The interior of the heritage Beaux Arts building was recently redesigned and decorated in a lavish style flush with graphic patterns, rich colours and gold detailing. Fivethousand Fingers was commissioned by the St Paul to develop a new visual identity which would complement the bold character of the hotel’s new interior. Subtle typography and minimalist design are combined with a hand-drawn logotype and pattern inspired by Beaux Arts architecture to form a sophisticated and timeless brand. In addition to strategy and design, Fivethousand Fingers provided art direction for digital products, sourced suppliers and material, and oversaw production of the full suite of collateral.