Harwood International has spent four decades building one of Dallas's most distinctive urban environments — a 19-city-block district shaped by a Swiss-Texan family with a deep commitment to art, design, and culture. hôtel SWEXAN is their first hotel, housed in a 20-story building designed by Japanese architect Kengo Kuma, and a member of Leading Hotels of the World. It needed to feel like the culmination of everything they'd built.
We developed the brand from the ground up: identity systems, visual language, and tone. The logotype fuses Swiss typographic restraint with subtle serifs drawn from classic Texas traditions. A custom brandmark — its form a nod to the lasso — and two proprietary typefaces, Swexan Sans and Swexan Script, complete a system built to live everywhere from elevator panel engravings to foil-stamped coasters.
The work extended into hôtel SWEXAN's food and beverage program — six independent hospitality concepts operating under the same roof, each developed as a standalone brand with its own character and audience. From the hotel's hidden speakeasy and members-only rooftop pool bar to a garden terrace café and a full-service rooftop restaurant, the concepts needed to feel genuinely distinct while remaining coherent within the broader hotel world.
The result is a brand built not for the moment, but for the long arc of memory. Stay for generations.
