For this project, I was tasked with creating the branding for a hotel, but the rule was that it had to have a twist. For my twist, I combined the concept of a vacation spot hotel with a mall. I had the challenge of creating a brand that satisfied customer's expectations of a mall and a hotel. The deliverables required for this project included a brand guide (logo variations, color palette, and type palette), stationary set with an extra print design, 3D applications, and a mocked up website.

 

I had three goals in mind while designing this brand. Keeping in mind my target demographic is small families with median incomes, I wanted to create a look that was 1) family and friendly, 2) flexible to appeal at any physical location in the mall, 3) unintrusive so it may blend in with the architecture or other stores.