The design process for Brentwood Hotel was narrative-driven, with emphasis on research into the property, location, history and significance of its geography. The name remains the same as before, yet is given a new lease of life through a full renovation and rebrand of the visual mark and identity systems. According to Studio Tack, much of this was inspired, similar to the architecture, by the history of the nearby Saratoga Springs.

The visual identity of Brentwood Hotel was viewed as a “wonderful balance between graphic expression and physical form,” going far beyond just menu design and key card covers with its elegant execution of bespoke branded items.