Hotel Rockdale
Heritage foundations with a reconnecting modernism.
Australian Hotel.
Project Scope
- Brand Identity
- Art Direction
- Collateral Design
- Merchandise Design
- Signage Design
The Opportunity –
The brief presented an opportunity to reimagine a local icon — restoring the historic Hotel Rockdale into a contemporary destination that redefines what a pub can be. The vision was to celebrate the venue’s rich Art Deco heritage, bringing new energy to its ‘golden days’ while creating a space that feels both nostalgic and new. The refurbishment aimed to craft an environment where locals feel excited to gather; a vibrant hub that reconnects the community through shared joy and timeless design.
Our Approach –
We set out to capture the essence of Hotel Rockdale’s past while reimagining it for a modern audience. Drawing from its Art Deco roots, the brand identity and interior direction were designed to feel layered, eclectic, and full of character. Every element was chosen to evoke a sense of nostalgia balanced with renewed vibrancy. Through this considered approach, Hotel Rockdale emerges as both a tribute to its heritage and a bold step into a new era for the local community.
Design Notes –
The primary focus of the branding was to establish a visual connection to the twenties and thirties of the building’s era, with a modern nuance establishing community connection. We set out to highlight history through custom illustrations and a branding suite to match.
We built out a line illustration of the front facade, forming a steadfast brand asset oozing charm, able to be applied across multiple mediums.
A custom typeface grounded in sophistication and simplicity was created for the core brand marque — balancing the classical extravagance of the art deco facade. The supporting typographic suite was strategically developed to feel approachable and familiar, while linking the hotel’s history to the present day.
We incorporated a gridline system reflective of the crossroad of demographics drawn to the hotel. These grids shift in size, scale and use — highlighting the different people and communities coming together under the one roof.
“The branding straddles approachability and accessibility. It feels both ‘local’ and ‘inclusive’ — a core consideration for us through the design process.”
Sophie McNay – Creative Director, SM House
