BRIEF: Creating a Corporate Identity for a new hotel chain coming to the UK in 2022. The brief requested a fresh, modern and stylish aesthetic that would appeal to all travellers, but in particular a younger demographic, with the goal of attracting new customers.

DEVELOPMENT: I had a lot of fun making this project, probably because I fit in the target audience for this brand. While doing my concept sketches I was particularly drawn to the imagery of the stars and moon as I find it to be extremely peaceful and dreamy, as well as still being very modern and stylish.

The original idea for the colour palette was quite literal, using gold for the stars and blue for the night sky. I tried a few variations of this, but found the colours to be quite clashing so I experimented with some less literal colour palettes. The colours I ended up using are earthy, neutral, relaxing tones of greens, terracotta and cream. I think this elevates the design and reinforces the relaxing nature of the brand.

SOLUTION: I think one of the biggest strengths of this logo is how adaptable it is. It can be arranged in various ways depending on the product or item it is being displayed on. It can be viewed in full with illustration, frame and name, or as a variation of these such as the name alone. This means you’re not always looking at the same thing which can be refreshing when it will be on lots of items around the hotel premises.

OUTCOME: I think one of the biggest strengths of this logo is how adaptable it is. It can be arranged in various ways depending on the product or item it is being displayed on. It can be viewed in full with illustration, frame and name, or as a variation of these such as the name alone. This means you’re not always looking at the same thing which can be refreshing when it will be on lots of items around the hotel premises. It gives a lot of elements that you can separate and also bring together, all while maintaining a cohesive brand.

DELIVERABLES:

• Logo & Branding (Corporate ID)

• Packaging for 3 toiletry products

• Business Stationary

• Staff uniform and name badges

• Lobby welcome banner

• “Do not disturb” Door hangers

• Pillow and duvet menu