PSD was asked to brand Key West Florida’s The Marker Hotel, for Northwood Hospitality Group, the only newly built hotel to grace Old Town Key West in over 20 years. Named in honor of the famous mile markers that lead to the southernmost point of the United States, we created the simple 0 mark to represent the zero mile marker. We chose a teal blue color for all of the hotel’s assets, complimenting its surrounding tropical seaside environment. We also developed a fluid way-finding system for guests to navigate through the resort and enjoy all the amenities that The Marker has to offer.