Few Manhattan neighborhoods capture classic New York quite like Gramercy Park—a desirable enclave defined by its private garden, quiet tree-lined streets, and historic architecture. Bridging timeless elegance with modern livability, The Florian carries this legacy forward.

Watson shaped the brand from the ground up with a strategic naming approach: “The Florian” evokes warmth, greenery, and enduring character—positioning the residence as both refined and welcoming. The broader brand strategy centers on appealing to a new generation of first-time homebuyers putting down roots in New York City.

Drawing from Gramercy Park’s 19th-century ironwork, literary tradition and cultivated community, the visual identity system subtly balances history with forward momentum. A flexible logo suite spans from an expressive wordmark to a pared-back fleuron, enabling versatility across touchpoints while reinforcing a cohesive, place-based narrative. The typographic system reflects the neighborhood's effortless charm and ease while staying rooted it in its quiet sophistication. The neighborhood photography further grounds the brand in authenticity, emphasizing an emotional connection to this iconic New York location.

Both a tranquil retreat and a gateway into city living, The Florian is positioned as more than a residence—it’s a setting for new beginnings, designed for those ready to write their own New York story.

The logomark variations are set in MD Lórien with modifications to specific letterforms. Headlines are set in LL Catalogue and supporting copy is set in Founders Grotesk.

Motto by Hilton is a vibrant global hotel brand built for modern explorers who travel intentionally, live smart, and stay connected. Anchored in buzzy neighborhoods across some of the world’s most iconic cities, Motto appeals to travelers through modular room designs that enable flexible, personalized stays. For those seeking an experience-driven stay, the hotel is designed to be a launchpad for energetic neighborhood exploration and cultural immersion.

Watson led the brand’s strategy, positioning, and identity refresh, clarifying Motto’s voice and expression to deliver a cohesive vision—one defined by intentionality, ingenuity, and local connection.

To express Motto’s locally rooted approach to each hotel location, Watson developed a dynamic typographic system that captures the essence of each place through a corresponding typeface. Each hotel’s location logo lockup pairs the existing Motto wordmark with the city name, typeset in its selected typeface. Comprised of eight typefaces that are distinct in style yet unified in proportion, the system forms a cohesive library that reflects the hotel’s collection of unique destinations.

A clear methodology guides how each typeface is applied, ensuring it reflects the distinct energy and character of its neighborhood. An arts district like Chelsea in New York City features a typeface inspired by calligraphic letterforms, echoing its offbeat, idiosyncratic character. In contrast, a tourist hotspot like Times Square adopts a friendlier geometric sans serif to convey the destination’s broader, more universal appeal.