An energetic and stand-out brand concept for an immersive and unique TriBeCa hotel targeted towards Gen Z and Millennial travelers (student work).
How might we produce an energetic brand concept that’s full of “instagramable” moments for a TriBeCa hotel, targeted towards Gen Z and Millennial travelers, so that it stands out from the crowded hotel landscape and provides an immersive and unique experience ?
That’s the design question that was posed in creating this student work. In seeking a design solution, I first sought to understand the audience; the target demographic grew up in a digital landscape and are always on the lookout for interesting spaces, food, art, and fashion that they can share with their followers. From my research, I know that they need an environment that can keep up with them technologically, and that will look just as good as it is comfortable.
My design solution focused on the beat of the city, the core of what brings a visitor to New York and would bring a visitor to the hotel. I combined hand-painted illustrations with a concise color palette, bold typography, and catchy phrases to emphasize the experiential nature of New York. Drawing upon common New York experiences in the “New York Minute” campaign, and using those illustrations across a range of applications made the brand identity dynamic and vibrant for a youthful, experience seeking audience.
UNDERSTAND
My process started with exploring the customer and their needs. Through target audience and persona research, I established key attributes and defined their needs.
EXPLORE
Once customer needs and desires were uncovered, the process of design exploration began. Through word association, sketches, and prototyping, the identity started to take shape.
What makes a place, a place?
It became clear to me that for this brand, translating the many iconic moments that make up the New York experience would serve as the perfect connection to the experiential nature of the hotel.
The brand concept took shape around hand-painted illustrations which I created to form the basis of the brand graphic elements.
Creating the paintings felt most natural using the opaque and vibrant colors watercolor gouache. Once the paintings were created, I scanned the final set and recreated them in Illustrator to form a set of "hand painted" illustrations for use at any size.
Hotel promotional posters, pre-visualized on a city street.
The social media campaign, "Capture Every Moment", was designed to reinforce the experiential nature of the hotel and city.
Promotional stickers and hotel postcards feature brand graphics.
Promotional tote bag and stickers featuring brand graphics and tag line.
Brand guidelines.
