Lake Worth Beach is a small, waterfront town along Florida’s west coast. Often overshadowed by neighbors like West Palm Beach and Boca Raton, Lake Worth Beach is a hidden gem brimming with charm, creativity, and a strong sense of community.

Lake Worth Beach’s downtown is anchored by the Intercoastal Waterway, Bryant Park, and the Gulfstream Hotel, a Spanish Revival icon dating back to 1936. Lively, social, and as quirky as the people who call Lake Worth Beach home, the Gulfstream Hotel has long been a symbol of community. It’s hosted everything from card games to New Year’s Eve galas through the ages, serving as the heart of social life and connection. For (15) years, the Gulfstream has sat empty, ready for its ninth life.

We wanted the brand to act as a revival of the Gulfstream’s legacy, inspiring a new wave of local spirit and pride; a celebration of camaraderie, Lake Worth Beach character, and the very thing that has always kept Lake Worth Beach alive—the community.

The design of the hotel reflects the unique character of Lake Worth Beach, blending Spanish Revival architecture with bold colors, quirky charm, and the flowing vitality of the gulf stream. The service ethos is that of an anti-members only club; genuine service, insider tips, and a come-as-you-are ethos that believes caring is cool. And because the hotel was designed for the locals as much as for the out-of-towners, the guests will have an authentic Lake Worth Beach experience inherent in every stay.

The logo honors the setting through a custom typeface that nods to the Intercoastal Waterway and architectural eccentricities of the Spanish Revival style. The color palette is vibrant, evoking the energy and charm of Lake Worth Beach. And the brand typefaces are a blend of classic and contemporary, reflecting the hotel’s historic charm and modern spirit. The signature mosaic tiles were inspired by the Spanish Revival architecture and the five unique variations reflect the eclectic community that makes Lake Worth Beach so special.

When you stop by, we promise a spirited shindig, where everyone is welcome and the purpose is pure enjoyment—of the destination, of the company, and of the feeling that comes from gathering together.