The Alton Hotel is a new project for San Francisco-based boutique hotelier Kimpton Hotels. Their goal? To transform an old Holiday Inn Express into a charming spot, synonymous with their brand and other hotels.

Being a new hotel, they didn’t have a brand—or even a name. They desired a name that said “California cool,” with a funky, 1970s-inspired vibe without being cheesy. The wanted to communicate that they're a hotel that happened to be in Fisherman’s Wharf, but was built for anyone visiting the city.

Bootjack developed a name for the new property—The Alton—inspired by the legendary 1960s artist Alton Kelly, who evoked the San Francisco counterculture movement with his psychedelic art, notably his rock concert posters and album covers. The styles of Mr. Kelly would go on to inform the design and tone of voice for The Alton.