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Branding a hotel that goes with the flow.

When the site for a ground-up hotel is a blank slate surrounded by districts packed with culture, you don’t try and beat them – you join them. That’s why on Rocky Point, a man-made peninsula in the middle of the Tampa Bay, we used our fresh start and central location to our advantage.
Logo
Identity
Art Direction

The Current lives up to its name, becoming the hub for only the most contemporary and worthwhile Tampa Bay experiences, allowing people to explore the best of the area without having to leave the hotel.

Patterns were created to mimic the motion and energy of the current.

Help yourself to seconds.
Don’t be shy.

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