Voco the Shelby
at Myrtle Beach
Category
Select Service
LocationMyrtle Beach, SC
ServicesBrand Experience
Interiors: Prototypical (Gettys One)
A New Chapter for a Classic Beach Destination
Myrtle Beach has never been shy about having a good time. Its colorful signs, beachfront attractions, festivals, and unmistakable sense of nostalgia are central to its appeal. A hotel here should feel comfortable joining in.
For The Shelby, our Brand Experience and Prototypical Interiors teams approached the project with a shared conviction: a fresh perspective shouldn’t come at the expense of local personality. We drew on the destination’s history and easygoing charm to create a contemporary hotel experience that keeps the spirit of a beach vacation firmly intact.
For The Shelby, our Brand Experience and Prototypical Interiors teams approached the project with a shared conviction: a fresh perspective shouldn’t come at the expense of local personality. We drew on the destination’s history and easygoing charm to create a contemporary hotel experience that keeps the spirit of a beach vacation firmly intact.
Finding the Story Inside the Shell
A great beach getaway leaves room for different moods. Some moments call for retreat; others call for getting out and seeing where the day takes you.The Shelby’s brand idea, Get Out of Your Shell, captures that freedom. It invites guests to step outside their routines while giving them a comfortable place to return to.
Three pillars shaped that balance. Inside the Shell centers on comfort, restoration, and time to reset. Outside the Shell embraces the social, colorful energy of a beach getaway. Memoried and Memorable connects the familiarity of Myrtle Beach’s past with the experiences guests will make their own.
Together, they establish a hotel that can be restful without feeling reserved and playful without insisting that every moment be a party.
Looking Back to Move the Brand Forward
Myrtle Beach’s visual history offered plenty to work with. Original mid-century signage, the historic Sun Fun Festival, and generations of beach culture informed the identity. What interested us most was the optimism behind those references: their confidence, color, and willingness to have fun.That attitude comes through in a relaxed script wordmark and playful palm tree icon. A palette of deep Leaf green, warm Sand, Sunset coral, and soft Blush connects the identity to the interiors and the natural tones of the coast.
A cleaner contemporary sensibility gives those nostalgic influences room to breathe. The Shelby feels connected to a familiar beach culture without turning the hotel into a period piece.
Turning Identity Into Experience
Developing brand and interiors together allowed us to consider how the hotel’s personality would take shape beyond the identity itself. Materials, colors, graphics, and architectural details could inform one another from the outset.
Brass elements connect wayfinding to the interiors, while signage borrows forms from the building’s architecture. These relationships make the identity feel at home in the space, rather than applied after the design is complete.
The same thinking extends to keycard sleeves, guest collateral, beach towels, food and beverage identities, and merchandise. Each has a practical role, but each also contributes to a guest’s impression of The Shelby.
Consistency matters here because guests encounter a hotel in pieces. The care given to an everyday object should feel related to the care given to the room around it.
Making New Memories in Myrtle Beach
Repositioning often raises the question of what needs to change. At The Shelby, an equally important question was what deserved to stay: the color, optimism, and carefree spirit that make Myrtle Beach worth returning to.Those qualities give the hotel something distinctive to build on. The Shelby brings them into a contemporary experience with the conviction that taking hospitality seriously shouldn’t mean taking the fun out of a beach vacation.
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