Arrive at the place
that will take you further.

Brand development, visual language and signage for a sophisticated business hotel.

The Maslow is positioned as a destination for professionals and the foremost precinct for achieving business success.

Learn more about this project

The Maslow is Sun International’s specialist business hotel situated in the heart of Sandton in Johannesburg and Menlyn Maine Pretoria. The hotel is packed with state-of-the-art facilities and technology that will satisfy any business executive. The brand development established by Circle of the existing Maslow brand, created a visual language for brand extension into the Menlyn Maine property.
The Maslow’s ethos is based on Maslow’s hierarchy of needs. It is a place that provides everything guests need to make their stay a fulfilling experience and encourages guests to achieve the top level of self-actualisation. The Maslow offers guests amenities, technology and intelligence to facilitate business and help individuals succeed in the highest possible way, both personally and professionally.
Positioned as a destination for professionals and the foremost precinct for achieving business success. Circle designed The Maslow’s visual language to be more in line with its offering. The brand tone of voice is both smart and witty, to represent its positioning.
Boasting multi-level accommodation, taking inspiration from The Maslow’s iconic triangle logo, Circle named these levelled offerings Foundation, Median and Zenith based on sections of a triangle, starting from the foundation and then progressing to luxury at the top.
Patterning became a vital element in establishing the rich, vibrant visual language of The Maslow. The patterns and grid layout were inspired by the environments of the hotels, which are smart, structured and professional.
Circle also named the meeting rooms, designed the signage and collateral throughout the hotel, including in-room directories, menus and ‘smile in the mind’ giveaways such as ties and Rubik’s cubes, presented with a unique Maslow twist.

Patterning became a vital element in establishing the rich, vibrant visual language of The Maslow.

Learn more about this project

The Maslow is Sun International’s specialist business hotel situated in the heart of Sandton in Johannesburg and Menlyn Maine Pretoria. The hotel is packed with state-of-the-art facilities and technology that will satisfy any business executive. The brand development established by Circle of the existing Maslow brand, created a visual language for brand extension into the Menlyn Maine property.
The Maslow’s ethos is based on Maslow’s hierarchy of needs. It is a place that provides everything guests need to make their stay a fulfilling experience and encourages guests to achieve the top level of self-actualisation. The Maslow offers guests amenities, technology and intelligence to facilitate business and help individuals succeed in the highest possible way, both personally and professionally.
Positioned as a destination for professionals and the foremost precinct for achieving business success. Circle designed The Maslow’s visual language to be more in line with its offering. The brand tone of voice is both smart and witty, to represent its positioning.
Boasting multi-level accommodation, taking inspiration from The Maslow’s iconic triangle logo, Circle named these levelled offerings Foundation, Median and Zenith based on sections of a triangle, starting from the foundation and then progressing to luxury at the top.
Patterning became a vital element in establishing the rich, vibrant visual language of The Maslow. The patterns and grid layout were inspired by the environments of the hotels, which are smart, structured and professional.
Circle also named the meeting rooms, designed the signage and collateral throughout the hotel, including in-room directories, menus and ‘smile in the mind’ giveaways such as ties and Rubik’s cubes, presented with a unique Maslow twist.