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Naming
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Brand Voice
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Copywriting
Located at the nexus of several of Washington's most dynamic neighborhoods, this Curio Collection hotel with multiple food & beverage outlets required a full suite of brand identities. Inspired by the hotel’s signature sense of optimism, The Morrow name looks to the future and the promise of a new day, while positioning the property as the preeminent lifestyle hotel in Northeast D.C.
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Naming
Tucked away on the 11th floor of The Morrow, Vesper is an intimate lounge where live music, inventive cocktails and grand hors d'oeuvres set the tone. Named for an evening song and the eponymous cocktail, Vesper taps into the lyrical elegance of a jazz band performing at sunset and the transition of the space from day to night.
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Naming
Perched high above the hotel, Upstairs at The Morrow is an iconic name for the caiptal’s most iconic rooftop bar. With panoramic views, craft cocktails and light bites, Upstairs at the Morrow lifts Washingtonians’ spirits and represents the height of D.C.’s social scene.
