The Gettys Group, a global collective of hospitality experts, partnered with award-winning brand strategy and design firm Blurr Bureau to reimagine their brand identity for a new chapter.
As The Gettys Group’s inaugural hire Ron Swidler assumed the role of CEO, this evolution needed to reflect both the company’s rich legacy and a bold vision for the future. Known for shaping world-class hospitality experiences, The Gettys Group has built a 30-year reputation as an industry leader in interior design, procurement, and development. However, their existing brand and website no longer reflected the full scope of their expertise or their ambitions for the future. They sought a new brand identity that could seamlessly unite creative vision and business acumen, positioning them as the go-to partner in hospitality design and development.
“Reimagining a brand with three decades of history isn’t about starting over,” reflects Blurr Creative Director Caitlin Kennedy Bradley. “It’s about distilling what makes it iconic and amplifying that for a new era. For Gettys, that meant evolving their visual and verbal language to reflect not just where they’ve been but where they’re leading the industry next.”
Blurr’s solution? “Gettys Gets Hospitality—from Storyline to Bottom Line.”
This foundational insight guided Blurr’s approach, emphasizing The Gettys Group’s dual fluency in hospitality design and development. The evolved identity is rooted in balancing these two worlds.
“Great hospitality design isn’t just about what you see,” concludes Kennedy Bradley. “It’s about what you feel. The most successful spaces operate in four dimensions, seamlessly blending the strategic with the emotive, the tangible with the magical. Gettys has always understood this, and our role was to build a brand identity that reflects their ability to craft experiences that live beyond the physical, shaping memories, emotions, and moments that linger long after checkout.”
The basis of the new graphic system, the Gettys square, represents the elegant design firm’s multidimensional approach to every project and how these components come together in the creation of a place. The Gettys square anchors the new brand system at the intersection of four core attributes: magical and tangible, head and heart.
Typography plays a key role in the new design, balancing structure with emotion. The primary logo, set in Founders Grotesk Bold, is simple yet distinctive, working seamlessly across layouts. Supporting typefaces include Founders Grotesk Condensed and Sometimes Times.
The mission for Blurr’s art direction is “Embracing Dynamic Perspective” and, as one would expect for such a visual industry, photography plays a primary role in the entire brand system. Photographic direction embraces the perspective of a guest, highlighting intricate details like the soft glow of personalized lighting or the inviting textures of tailored seating.
Brand photography leans into vibrant color, crisp flash, and guest-perspective moments—imperfect, in motion, and full of life. Case-study imagery shifts to a more intentional tone, highlighting both the grand scale and intricate details of each space, reflecting our full-service approach and eye for storytelling. This duality showcases our full-service offering and approach to creating storied spaces.
The Gettys Group Principal, Branding & Marketing, Angelica Acebedo-Frint notes,
“Guiding the creative direction of this rebrand was about more than a new look—it was about crafting a story that speaks to the core of what The Gettys Group stands for. Blurr Bureau has been a perfect partner in this journey, translating our strategic brief into a visual and verbal identity that reflects our commitment to leading the future of hospitality design. Their ability to capture and enhance our vision has been nothing short of impeccable.”
In addition to the elements described above, Blurr Bureau created the new website design and development as well as digital (UX/UI) design and brand guidelines.
Blurr Bureau was awarded the comprehensive assignment in January 2024, and the total rebrand launched in March 2025.
