ANAGRAM Haus im Tal: Brand System for a Growing Hotel Group
In collaboration with Isaac Martinez, Creative Director, ANAGRAM Hotel Group
Photography — Tom Jakobs, Ruediger Jung

The situation
ANAGRAM had a logo: a custom typeface built for the single word "Anagram," with the rest of the alphabet still to come. Beyond the logo, the brand called for a real system: clear rules for the existing Fabrikat typeface pairing, a defined color for print and web, and consistent menu cards, posters, and signage across the group. The website required the same rebuild, with real functionality for guests. As the group began developing new locations, the brand needed a system that could grow alongside it.

The work
I completed the custom typeface, drawing every letter, number, and special character needed to actually write headlines and copy, not just spell one word. From there, I built a full design system and brand guidelines, including typography rules and a defined color system for print and digital. The identity then extended into a full set of applications: menu cards, bar cards, posters, and Instagram templates, along with additional logos for the hotel's event series. I also developed a new website around the expanded brand, including the ability to switch between the group's different hotel locations, with dedicated sections for the hotel bar and each location's programming and guest info.

The outcome
The brand now reads consistently professional and premium across every touchpoint: print, social, in-house, and web. It is a system built to scale as ANAGRAM opens new locations. We continue to develop new formats together, including event series, merch, and further brand extensions.