Bisha is a new hotel and residence created by Toronto nightlife legend Charles Khabouth along with Lifetime Development, and Loews Hotels. Charles and his team at INK Entertainment approached Bruce Mau Design to help refine and further develop the existing identity in the lead up to the grand opening. The initial identity had been established eight years earlier and the concept for the hospitality experience had since evolved. In order to accommodate the ever growing list of touch-points, which included possible additional properties in other cities, we needed to expand this identity into a more wholistic brand. I worked with a team at BMD to develop a new positioning, brand story, and key messaging concepts. These informed our subsequent re-design of the existing visual language. For support and flexibility, we built out an expanded the graphic system. The final cherry on top was getting the opportunity to help craft room names for the entire Toronto property.