A fresh brand studio
with over 25 years of hospitality experience

Beyond trendy design. Beyond clever slogans.
We craft the spirit of place.

Collage of interior design images featuring modern living and dining rooms with wooden furniture, abstract artwork, bookshelves, and decor.

Our Origin

We met while working at Evolution Hospitality—one of the world’s leading hotel operators—where real‑world P&Ls sharpened every creative move. That training ground taught us a simple truth: a brand must feel like energy and work like infrastructure. Spirit ↔ System, always together.

While Evolution Hospitality was a great original stomping ground, our ambitions for what we could do for hotels led us to launch New Pantheon—a home where we could champion creativity with strategy to build cultural icons that not only endure, but boost valuation.

Our Team

  • Strategy‑led branding studio based in Los Angeles

  • Official Branding Partner for Marriott’s Autograph Collection + Tribute Portfolio

  • 25+ years shaping hotel identities that earn, delight, and last

  • Team of artists, designers, screenwriters, actors, painters, poets, CRE pros, AI researchers, and brand strategists

  • Specialists in luxury, resort, lifestyle, and signature F&B & spa concepts

  • Partners to visionary owners building single icons or entire hotel collections

Draft logo design for 'Talbot,' featuring stylized text, gold spark icon, and handwritten notes on beige background.

We build culturally iconic hotels with enduring spirit.

Our Services

Full-Service Branding (One-stop for your entire project)

01

Strategic Brand Positioning

02

Visual Identity (Logos, Color Palette, Fonts, and Design)

03

Brand Immersion

04