In 2014, Floor 13, the rooftop bar and patio for the Hilton Garden Inn Phoenix Downtown, was in need of establishing a brand. CSM Corporation wanted to make Floor 13 a destination to itself, apart from being a rooftop patio for the Hilton Garden Inn. To this end, a logo and visual style needed to be created. After numerous mock-ups, CSM decided on the motel key design that hearkens back to the film, Psycho. The red and black were inspired by posters of various Hitchcock movies and the block type was also chosen to emphasize that period’s aesthetic.