Des Lux Hotel

Giving Des Moines something Des Lux.

The new owners of this downtown Des Moines landmark needed to communicate with a level of sophistication equal to its competitors. We named the new hotel, created the brand, and engaged the public through visual identity, tagline, signage, advertising, collateral and website.

Des Lux Logo

DesLux Logo and Tagline:

Referencing its home city of Des Moines, the new hotel’s name communicated playfulness and sophistication. The experience of staying at the Des Lux is captured by the tagline: “Check in. Breathe out.”

Des Lux Stationery

DesLux Business Card

Business cards are one example of a top-to-bottom redo of the hotel’s identity system.

Des Lux Signage

DesLux Exterior

Limited funds allowed only for a new awning. A thorough renovation of the facade is to come.

Des Lux Dura Trans Poster

DesLux Happy Hour Poster

Back-lit advertisements appeared in downtown Des Moines’ network of second-story “skywalks.”

Des Lux Poster

Chino Latino Poster

Posters and print ads also drew attention to the hotel’s popular bar.

Des Lux Desktop

DesLux Website On Desktop

The Des Lux website gives prospective guests what they want most: ease of booking and high-quality photographs of the property.

Des Lux Mobile

The mobile version of the Des Lux Hotel website enables site visitors to book quickly and gain key information about the property.


Supervox’s work for the Des Lux Hotel was transformative. It not only helped clarify our brand, but also helped shape decisions beyond the brand and marketing work.

Todd Byhre

COO, Rebound Hospitality