The Plaza
![The Plaza Featured Image](https://themadeshop.com/assets/work/plaza_postcard-3-crop.jpg)
Completed in 1930, The Plaza Hotel Pioneer Park was one of Conrad Hilton's first hotels and a beacon of luxury in what was still a dusty West Texas town. By the early 2000s, the hotel had changed hands and sat vacant for many years. Since then, El Paso has been experiencing somewhat of a revival—in no small way aided by the passion and investment of philanthropist Paul L. Foster, who purchased The Plaza in 2008.
Over the course of nearly a decade, The Plaza has been meticulously restored to its original splendor.
Disciplines
- Naming & Branding
- Logo & Visual Identity
- Print Collateral
- Signage & Wayfinding
- Graphic Design
![Plaza logo square](https://themadeshop.com/assets/work/_1440x1440_crop_center-center_82_line/plaza_logo_square.jpg 1440w, https://themadeshop.com/assets/work/_1200x1200_crop_center-center_82_line/plaza_logo_square.jpg 1200w, https://themadeshop.com/assets/work/_992x992_crop_center-center_82_line/plaza_logo_square.jpg 992w, https://themadeshop.com/assets/work/_768x768_crop_center-center_60_line/plaza_logo_square.jpg 768w, https://themadeshop.com/assets/work/_576x576_crop_center-center_60_line/plaza_logo_square.jpg 576w)
An architectural marvel completed in 1930, The Plaza transformed the skyline of El Paso...
![Plaza historicnewspaperclipping 1 edit4](https://themadeshop.com/assets/work/_1440x1936_crop_center-center_82_line/plaza_historicnewspaperclipping_1_edit4.jpg 1440w, https://themadeshop.com/assets/work/_1200x1614_crop_center-center_82_line/plaza_historicnewspaperclipping_1_edit4.jpg 1200w, https://themadeshop.com/assets/work/_992x1334_crop_center-center_82_line/plaza_historicnewspaperclipping_1_edit4.jpg 992w, https://themadeshop.com/assets/work/_768x1032_crop_center-center_60_line/plaza_historicnewspaperclipping_1_edit4.jpg 768w, https://themadeshop.com/assets/work/_576x774_crop_center-center_60_line/plaza_historicnewspaperclipping_1_edit4.jpg 576w)
... becoming a beacon of luxury in what was still a dusty West Texas town.
To this day, it remains one of the shining emblems of Mayan Deco Revival—a decadent aesthetic mashup of Roaring Twenties glam and Indigenous iconography.
Being itself a work of art, the building became our inspiration in crafting the Plaza's brand identity.
![Plaza logo process vertical3](https://themadeshop.com/assets/work/_1440x1358_crop_center-center_82_line/plaza_logo-process_vertical3.jpg 1440w, https://themadeshop.com/assets/work/_1200x1131_crop_center-center_82_line/plaza_logo-process_vertical3.jpg 1200w, https://themadeshop.com/assets/work/_992x935_crop_center-center_82_line/plaza_logo-process_vertical3.jpg 992w, https://themadeshop.com/assets/work/_768x724_crop_center-center_60_line/plaza_logo-process_vertical3.jpg 768w, https://themadeshop.com/assets/work/_576x543_crop_center-center_60_line/plaza_logo-process_vertical3.jpg 576w)
We created a custom typeface from the channel letters of the historic sign—visible for miles, and so thoroughly tied to the building's identity.
![Plaza retailtag 3](https://themadeshop.com/assets/work/_1440x810_crop_center-center_82_line/plaza_retailtag_3.jpg 1440w, https://themadeshop.com/assets/work/_1200x675_crop_center-center_82_line/plaza_retailtag_3.jpg 1200w, https://themadeshop.com/assets/work/_992x558_crop_center-center_82_line/plaza_retailtag_3.jpg 992w, https://themadeshop.com/assets/work/_768x432_crop_center-center_60_line/plaza_retailtag_3.jpg 768w, https://themadeshop.com/assets/work/_576x324_crop_center-center_60_line/plaza_retailtag_3.jpg 576w)
This paired nicely with our graphic rendition of the soaring tower.
![Plaza tower process 4](https://themadeshop.com/assets/work/_1440x644_crop_center-center_82_line/plaza_tower-process_4.jpg 1440w, https://themadeshop.com/assets/work/_1200x537_crop_center-center_82_line/plaza_tower-process_4.jpg 1200w, https://themadeshop.com/assets/work/_992x443_crop_center-center_82_line/plaza_tower-process_4.jpg 992w, https://themadeshop.com/assets/work/_768x343_crop_center-center_60_line/plaza_tower-process_4.jpg 768w, https://themadeshop.com/assets/work/_576x257_crop_center-center_60_line/plaza_tower-process_4.jpg 576w)
The building's facade also blessed us with some lovely Mayan Deco geometries in a series of strange seals.
![Plaza seal process 6](https://themadeshop.com/assets/work/_1440x1258_crop_center-center_82_line/plaza_seal-process_6.jpg 1440w, https://themadeshop.com/assets/work/_1200x1048_crop_center-center_82_line/plaza_seal-process_6.jpg 1200w, https://themadeshop.com/assets/work/_992x866_crop_center-center_82_line/plaza_seal-process_6.jpg 992w, https://themadeshop.com/assets/work/_768x671_crop_center-center_60_line/plaza_seal-process_6.jpg 768w, https://themadeshop.com/assets/work/_576x503_crop_center-center_60_line/plaza_seal-process_6.jpg 576w)
To the restrained palette we added a shot of verdigris plucked from the distinct roof tiles.
![Plaza color palette 1](https://themadeshop.com/assets/work/_1440x810_crop_center-center_82_line/plaza_color-palette_1.jpg 1440w, https://themadeshop.com/assets/work/_1200x675_crop_center-center_82_line/plaza_color-palette_1.jpg 1200w, https://themadeshop.com/assets/work/_992x558_crop_center-center_82_line/plaza_color-palette_1.jpg 992w, https://themadeshop.com/assets/work/_768x432_crop_center-center_60_line/plaza_color-palette_1.jpg 768w, https://themadeshop.com/assets/work/_576x324_crop_center-center_60_line/plaza_color-palette_1.jpg 576w)
![Plaza bizcards](https://themadeshop.com/assets/work/_1920x1080_crop_center-center_82_line/plaza_bizcards.jpg 1920w, https://themadeshop.com/assets/work/_1440x810_crop_center-center_82_line/plaza_bizcards.jpg 1440w, https://themadeshop.com/assets/work/_1200x675_crop_center-center_82_line/plaza_bizcards.jpg 1200w, https://themadeshop.com/assets/work/_992x558_crop_center-center_82_line/plaza_bizcards.jpg 992w, https://themadeshop.com/assets/work/_768x432_crop_center-center_60_line/plaza_bizcards.jpg 768w, https://themadeshop.com/assets/work/_576x324_crop_center-center_60_line/plaza_bizcards.jpg 576w)
![Plaza coasterstote 2 up](https://themadeshop.com/assets/work/_1920x960_crop_center-center_82_line/plaza_coasterstote_2-up_200109_224732.jpg 1920w, https://themadeshop.com/assets/work/_1440x720_crop_center-center_82_line/plaza_coasterstote_2-up_200109_224732.jpg 1440w, https://themadeshop.com/assets/work/_1200x600_crop_center-center_82_line/plaza_coasterstote_2-up_200109_224732.jpg 1200w, https://themadeshop.com/assets/work/_992x496_crop_center-center_82_line/plaza_coasterstote_2-up_200109_224732.jpg 992w, https://themadeshop.com/assets/work/_768x384_crop_center-center_60_line/plaza_coasterstote_2-up_200109_224732.jpg 768w, https://themadeshop.com/assets/work/_576x288_crop_center-center_60_line/plaza_coasterstote_2-up_200109_224732.jpg 576w)
![Plaza photography unsplash exteriortexas enrique macias](https://themadeshop.com/assets/work/_1920x960_crop_center-center_82_line/plaza_photography_unsplash_exteriortexas_enrique-macias_200110_230921.jpg 1920w, https://themadeshop.com/assets/work/_1440x720_crop_center-center_82_line/plaza_photography_unsplash_exteriortexas_enrique-macias_200110_230921.jpg 1440w, https://themadeshop.com/assets/work/_1200x600_crop_center-center_82_line/plaza_photography_unsplash_exteriortexas_enrique-macias_200110_230921.jpg 1200w, https://themadeshop.com/assets/work/_992x496_crop_center-center_82_line/plaza_photography_unsplash_exteriortexas_enrique-macias_200110_230921.jpg 992w, https://themadeshop.com/assets/work/_768x384_crop_center-center_60_line/plaza_photography_unsplash_exteriortexas_enrique-macias_200110_230921.jpg 768w, https://themadeshop.com/assets/work/_576x288_crop_center-center_60_line/plaza_photography_unsplash_exteriortexas_enrique-macias_200110_230921.jpg 576w)
Photo by: Enrique Macias
![Plaza robetag](https://themadeshop.com/assets/work/_1440x810_crop_center-center_82_line/plaza_robetag.jpg 1440w, https://themadeshop.com/assets/work/_1200x675_crop_center-center_82_line/plaza_robetag.jpg 1200w, https://themadeshop.com/assets/work/_992x558_crop_center-center_82_line/plaza_robetag.jpg 992w, https://themadeshop.com/assets/work/_768x432_crop_center-center_60_line/plaza_robetag.jpg 768w, https://themadeshop.com/assets/work/_576x324_crop_center-center_60_line/plaza_robetag.jpg 576w)
![Plaza vouchers1](https://themadeshop.com/assets/work/_1440x1440_crop_center-center_82_line/plaza_vouchers1.jpg 1440w, https://themadeshop.com/assets/work/_1200x1200_crop_center-center_82_line/plaza_vouchers1.jpg 1200w, https://themadeshop.com/assets/work/_992x992_crop_center-center_82_line/plaza_vouchers1.jpg 992w, https://themadeshop.com/assets/work/_768x768_crop_center-center_60_line/plaza_vouchers1.jpg 768w, https://themadeshop.com/assets/work/_576x576_crop_center-center_60_line/plaza_vouchers1.jpg 576w)
![Plaza luggageticket](https://themadeshop.com/assets/work/_1920x1080_crop_center-center_82_line/plaza_luggageticket_200110_220011.jpg 1920w, https://themadeshop.com/assets/work/_1440x810_crop_center-center_82_line/plaza_luggageticket_200110_220011.jpg 1440w, https://themadeshop.com/assets/work/_1200x675_crop_center-center_82_line/plaza_luggageticket_200110_220011.jpg 1200w, https://themadeshop.com/assets/work/_992x558_crop_center-center_82_line/plaza_luggageticket_200110_220011.jpg 992w, https://themadeshop.com/assets/work/_768x432_crop_center-center_60_line/plaza_luggageticket_200110_220011.jpg 768w, https://themadeshop.com/assets/work/_576x324_crop_center-center_60_line/plaza_luggageticket_200110_220011.jpg 576w)
![Plaza photography lobbylibrary jamesbaigrie](https://themadeshop.com/assets/work/_1440x949_crop_center-center_82_line/plaza_photography_lobbylibrary_jamesbaigrie.jpg 1440w, https://themadeshop.com/assets/work/_1200x791_crop_center-center_82_line/plaza_photography_lobbylibrary_jamesbaigrie.jpg 1200w, https://themadeshop.com/assets/work/_992x654_crop_center-center_82_line/plaza_photography_lobbylibrary_jamesbaigrie.jpg 992w, https://themadeshop.com/assets/work/_768x506_crop_center-center_60_line/plaza_photography_lobbylibrary_jamesbaigrie.jpg 768w, https://themadeshop.com/assets/work/_576x379_crop_center-center_60_line/plaza_photography_lobbylibrary_jamesbaigrie.jpg 576w)
Photo by: James Baigrie
![Plaza photography unsplash cactus david sola](https://themadeshop.com/assets/work/_1920x1280_crop_center-center_82_line/plaza_photography_unsplash_cactus_david-sola.jpg 1920w, https://themadeshop.com/assets/work/_1440x960_crop_center-center_82_line/plaza_photography_unsplash_cactus_david-sola.jpg 1440w, https://themadeshop.com/assets/work/_1200x800_crop_center-center_82_line/plaza_photography_unsplash_cactus_david-sola.jpg 1200w, https://themadeshop.com/assets/work/_992x661_crop_center-center_82_line/plaza_photography_unsplash_cactus_david-sola.jpg 992w, https://themadeshop.com/assets/work/_768x512_crop_center-center_60_line/plaza_photography_unsplash_cactus_david-sola.jpg 768w, https://themadeshop.com/assets/work/_576x384_crop_center-center_60_line/plaza_photography_unsplash_cactus_david-sola.jpg 576w)
Photo by: David Sola
Tempering the restrained elegance of the main mark, we added some potent doses of high desert surrealism.
![Plaza surrealportrait 2](https://themadeshop.com/assets/work/_1440x2236_crop_center-center_82_line/plaza_surrealportrait-2_200109_183732.jpg 1440w, https://themadeshop.com/assets/work/_1200x1864_crop_center-center_82_line/plaza_surrealportrait-2_200109_183732.jpg 1200w, https://themadeshop.com/assets/work/_992x1540_crop_center-center_82_line/plaza_surrealportrait-2_200109_183732.jpg 992w, https://themadeshop.com/assets/work/_768x1193_crop_center-center_60_line/plaza_surrealportrait-2_200109_183732.jpg 768w, https://themadeshop.com/assets/work/_576x894_crop_center-center_60_line/plaza_surrealportrait-2_200109_183732.jpg 576w)
![Plaza logo patternalt 2](https://themadeshop.com/assets/work/_1440x2250_crop_center-center_82_line/plaza_logo_patternalt-2.jpg 1440w, https://themadeshop.com/assets/work/_1200x1875_crop_center-center_82_line/plaza_logo_patternalt-2.jpg 1200w, https://themadeshop.com/assets/work/_992x1550_crop_center-center_82_line/plaza_logo_patternalt-2.jpg 992w, https://themadeshop.com/assets/work/_768x1200_crop_center-center_60_line/plaza_logo_patternalt-2.jpg 768w, https://themadeshop.com/assets/work/_576x900_crop_center-center_60_line/plaza_logo_patternalt-2.jpg 576w)
![Plaza keycards](https://themadeshop.com/assets/work/_1920x1080_crop_center-center_82_line/plaza_keycards.jpg 1920w, https://themadeshop.com/assets/work/_1440x810_crop_center-center_82_line/plaza_keycards.jpg 1440w, https://themadeshop.com/assets/work/_1200x675_crop_center-center_82_line/plaza_keycards.jpg 1200w, https://themadeshop.com/assets/work/_992x558_crop_center-center_82_line/plaza_keycards.jpg 992w, https://themadeshop.com/assets/work/_768x432_crop_center-center_60_line/plaza_keycards.jpg 768w, https://themadeshop.com/assets/work/_576x324_crop_center-center_60_line/plaza_keycards.jpg 576w)
![Plaza ird vertical](https://themadeshop.com/assets/work/_1440x2029_crop_center-center_82_line/plaza_ird_vertical.jpg 1440w, https://themadeshop.com/assets/work/_1200x1691_crop_center-center_82_line/plaza_ird_vertical.jpg 1200w, https://themadeshop.com/assets/work/_992x1398_crop_center-center_82_line/plaza_ird_vertical.jpg 992w, https://themadeshop.com/assets/work/_768x1082_crop_center-center_60_line/plaza_ird_vertical.jpg 768w, https://themadeshop.com/assets/work/_576x811_crop_center-center_60_line/plaza_ird_vertical.jpg 576w)
The shape of the in-room menu was inspired by the archways and deco geometries in the building's rooftop portico.
![Plaza photography doublequeen jamesbaigrie](https://themadeshop.com/assets/work/_1440x960_crop_center-center_82_line/plaza_photography_doublequeen_jamesbaigrie.jpg 1440w, https://themadeshop.com/assets/work/_1200x800_crop_center-center_82_line/plaza_photography_doublequeen_jamesbaigrie.jpg 1200w, https://themadeshop.com/assets/work/_992x661_crop_center-center_82_line/plaza_photography_doublequeen_jamesbaigrie.jpg 992w, https://themadeshop.com/assets/work/_768x512_crop_center-center_60_line/plaza_photography_doublequeen_jamesbaigrie.jpg 768w, https://themadeshop.com/assets/work/_576x384_crop_center-center_60_line/plaza_photography_doublequeen_jamesbaigrie.jpg 576w)
Photo by: James Baigrie
In each guest's room, an unassuming bookmark holds a delicious secret.
![Plaza secretmenu 1discovery](https://themadeshop.com/assets/work/_1440x810_crop_center-center_82_line/plaza_secretmenu_1discovery.jpg 1440w, https://themadeshop.com/assets/work/_1200x675_crop_center-center_82_line/plaza_secretmenu_1discovery.jpg 1200w, https://themadeshop.com/assets/work/_992x558_crop_center-center_82_line/plaza_secretmenu_1discovery.jpg 992w, https://themadeshop.com/assets/work/_768x432_crop_center-center_60_line/plaza_secretmenu_1discovery.jpg 768w, https://themadeshop.com/assets/work/_576x324_crop_center-center_60_line/plaza_secretmenu_1discovery.jpg 576w)
The mysterious red monocle on the dresser is more than a curio—run it over the surface of the "bookmark" and find a Secret Menu hiding within.
![Plaza secretmenu decode](https://themadeshop.com/assets/work/plaza_secretmenu_decode.gif)
![Plaza photography unsplash horse cierra klatt](https://themadeshop.com/assets/work/_1440x960_crop_center-center_82_line/plaza_photography_unsplash_horse_cierra-klatt.jpg 1440w, https://themadeshop.com/assets/work/_1200x800_crop_center-center_82_line/plaza_photography_unsplash_horse_cierra-klatt.jpg 1200w, https://themadeshop.com/assets/work/_992x661_crop_center-center_82_line/plaza_photography_unsplash_horse_cierra-klatt.jpg 992w, https://themadeshop.com/assets/work/_768x512_crop_center-center_60_line/plaza_photography_unsplash_horse_cierra-klatt.jpg 768w, https://themadeshop.com/assets/work/_576x384_crop_center-center_60_line/plaza_photography_unsplash_horse_cierra-klatt.jpg 576w)
Photo by: Cierra Klatt
We helped craft a robust online presence to complement the myriad delights of actually being in the space.
![Plaza websitecontext2](https://themadeshop.com/assets/work/_1440x905_crop_center-center_82_line/plaza_websitecontext2.jpg 1440w, https://themadeshop.com/assets/work/_1200x754_crop_center-center_82_line/plaza_websitecontext2.jpg 1200w, https://themadeshop.com/assets/work/_992x623_crop_center-center_82_line/plaza_websitecontext2.jpg 992w, https://themadeshop.com/assets/work/_768x482_crop_center-center_60_line/plaza_websitecontext2.jpg 768w, https://themadeshop.com/assets/work/_576x362_crop_center-center_60_line/plaza_websitecontext2.jpg 576w)
![Plaza website homepage1](https://themadeshop.com/assets/work/_1440x905_crop_center-center_82_line/plaza_website_homepage1.jpg 1440w, https://themadeshop.com/assets/work/_1200x754_crop_center-center_82_line/plaza_website_homepage1.jpg 1200w, https://themadeshop.com/assets/work/_992x623_crop_center-center_82_line/plaza_website_homepage1.jpg 992w, https://themadeshop.com/assets/work/_768x482_crop_center-center_60_line/plaza_website_homepage1.jpg 768w, https://themadeshop.com/assets/work/_576x362_crop_center-center_60_line/plaza_website_homepage1.jpg 576w)
Digitizing the character of a historic landmark can be tricky. We raided the archives of news clipping and photographs for snapshots into the Plaza's glamorous mythology.
![Plaza social](https://themadeshop.com/assets/work/_1920x1079_crop_center-center_82_line/plaza_social_200109_232522.jpg 1920w, https://themadeshop.com/assets/work/_1440x809_crop_center-center_82_line/plaza_social_200109_232522.jpg 1440w, https://themadeshop.com/assets/work/_1200x674_crop_center-center_82_line/plaza_social_200109_232522.jpg 1200w, https://themadeshop.com/assets/work/_992x557_crop_center-center_82_line/plaza_social_200109_232522.jpg 992w, https://themadeshop.com/assets/work/_768x431_crop_center-center_60_line/plaza_social_200109_232522.jpg 768w, https://themadeshop.com/assets/work/_576x323_crop_center-center_60_line/plaza_social_200109_232522.jpg 576w)
For Instagram icons, we reinterpreted the architecture's wealth of obscure symbology.
![Plaza social highlights](https://themadeshop.com/assets/work/_1920x1079_crop_center-center_82_line/plaza_social-highlights.jpg 1920w, https://themadeshop.com/assets/work/_1440x809_crop_center-center_82_line/plaza_social-highlights.jpg 1440w, https://themadeshop.com/assets/work/_1200x674_crop_center-center_82_line/plaza_social-highlights.jpg 1200w, https://themadeshop.com/assets/work/_992x557_crop_center-center_82_line/plaza_social-highlights.jpg 992w, https://themadeshop.com/assets/work/_768x431_crop_center-center_60_line/plaza_social-highlights.jpg 768w, https://themadeshop.com/assets/work/_576x323_crop_center-center_60_line/plaza_social-highlights.jpg 576w)
![Plaza photography philiplara 1](https://themadeshop.com/assets/work/_1440x1028_crop_center-center_82_line/plaza_photography_philiplara-1.jpg 1440w, https://themadeshop.com/assets/work/_1200x857_crop_center-center_82_line/plaza_photography_philiplara-1.jpg 1200w, https://themadeshop.com/assets/work/_992x708_crop_center-center_82_line/plaza_photography_philiplara-1.jpg 992w, https://themadeshop.com/assets/work/_768x548_crop_center-center_60_line/plaza_photography_philiplara-1.jpg 768w, https://themadeshop.com/assets/work/_576x411_crop_center-center_60_line/plaza_photography_philiplara-1.jpg 576w)
Photo by: Philip Lara
After 3+ years of painstaking renovation, un-tallyable sweat and setbacks, The Plaza opened its doors in the Spring of 2020. A giant achievement for all involved, and one of our proudest—and most challenging—undertakings to date.
![Plaza deco border2](https://themadeshop.com/assets/work/_1440x156_crop_center-center_82_line/plaza_deco-border2.jpg 1440w, https://themadeshop.com/assets/work/_1200x130_crop_center-center_82_line/plaza_deco-border2.jpg 1200w, https://themadeshop.com/assets/work/_992x107_crop_center-center_82_line/plaza_deco-border2.jpg 992w, https://themadeshop.com/assets/work/_768x83_crop_center-center_60_line/plaza_deco-border2.jpg 768w, https://themadeshop.com/assets/work/_576x62_crop_center-center_60_line/plaza_deco-border2.jpg 576w)
Book a room at The Plaza next time you find yourself way out west.
Credits
- Creative Direction
Marke Johnson
- Art Direction
Adam Blake
- Design
Adam Blake
Marke Johnson
Kyle Huninghake
- Project Manager
Kimberly Johnson
- Photography
Acknowledgments
Special thanks to Paul Foster for his vision and dedication, not only to the Plaza Hotel, but to revitalizing El Paso. Thanks to William Kell for shepherding this project to completion, and to Hersha Hospitality Management for their incredible execution.