Le Balima Hôtel.

Brand strategy and visual identity for the Art Deco icon facing Rabat’s Parliament: a landmark taken from a fading memory to a contemporary address.

01

Opened in 1932 as the first hotel built in Rabat, the Balima spent most of a century as the social heart of the capital. Then the rooms dated, the terrace emptied and the landmark slipped into the background of its own avenue. The problem was not visibility, everyone in Rabat knows the Balima. It was meaning under erosion: nostalgia without relevance, a layered heritage without ownership, and a name with a building but no brand system behind it.

1. 01 · Challenge
2. 02 · Approach
3. 03 · Impact

Depuis toujours, le rendez-vous.

Renew the meaning of a familiar Rabat landmark while connecting its hotel, terrace, bar and suites.

Positioning

Rabat’s address and meeting place: heritage given a contemporary purpose.

Creative decision

A dialogue between Art Deco and contemporary typography, with colour and motifs drawn from the building.

System

A shared architecture and visual language across guest amenities, menus, stationery and signage.

The identity in motion.

Brand applications.

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