Stantonic
Hospitality Interior Design Agency based in Chicago
Felix&Friends has completed a comprehensive brand repositioning for Stantonic, the Chicago-based interior design firm specialising in transforming hotel and hospitality spaces. Stantonic required a more stylised and modern brand identity, strategic positioning, brand guidelines and a bespoke digital platform that reaffirmed Stantonic's authority in creating refined residential and commercial spaces where art integrates naturally with everyday living.
With over two decades delivering award-winning design across the United States, Stantonic approached Felix&Friends to refine their market presence and articulate their distinctive approach to interior design. The challenge extended beyond visual refinement alone. Stantonic required new strategic clarity around their brand positioning, who their current and new clients were and where the future focus of the business needed to be directed. This also included expanding the new SourceLab division which positions art as an integrated offer as part of the Stantonic design philosophy.
Felix&Friends developed brand positioning that defines Stantonic as specialists in hotel and hospitality design that connects people through considered and relevant environments. This strategic foundation informed every decision, from visual identity creation through to content strategy, ensuring coherence across all brand expressions. The positioning emphasises Stantonic's dual expertise: creative vision that shapes exceptional spaces, and technical capabilities required to deliver complex projects from concept through installation.
Felix&Friends crafted the new brand identity to reflect the new positioning and sophisticated visual language, developing typography, colour palette and design elements that speak to discerning commercial property developers and hospitality operators.
The identity system balances contemporary aesthetic referencing Swiss design typologies for timeless refinement, ensuring relevance beyond transient design trends whilst maintaining the visual authority expected in competitive markets.
Comprehensive brand guidelines provide Stantonic with frameworks for consistent brand expression across applications. Felix&Friends documented identity principles, tone of voice standards and visual applications that maintain coherence whether deploying the brand across digital platforms, project presentations or client communications. These guidelines ensure Stantonic's brand maintains integrity as the company expands whilst providing internal teams with clarity on brand implementation.
Central to the transformation was elevating SourceLab, Stantonic's proprietary procurement division that manages sourcing, custom design and installation for complex projects.
Felix&Friends positioned SourceLab not as an ancillary service but as a strategic differentiator, demonstrating how integrated procurement capabilities enable Stantonic to deliver complete design solutions where other firms require external partnerships. The brand architecture clarifies SourceLab's relationship to the core Stantonic offering whilst establishing its distinct value proposition for clients seeking comprehensive project delivery.
The strategic positioning emphasises art as integral to Stantonic's design approach.
Felix&Friends articulated how Stantonic integrates artwork within hospitality environments to create spaces that engage emotionally whilst reflecting cultural sophistication. This differentiates Stantonic from competitors who treat art as supplementary consideration, instead positioning it as fundamental to creating lifestyle spaces that resonate with residents and visitors. The brand narrative explains how thoughtful art curation transforms residential amenity spaces and hospitality environments from functional areas into destinations that enhance daily living.