A homebase for urban explorers.
The Ask
Re-imagine the role and relevance of hotels for Millennial-Minded travelers and locals alike.
Quadrum Global believed they could better increase the value of their investment properties if they were to own and operate their own hotel brand. They wanted to create a brand that spoke to millennials, but also those that share their values and desire for change. The goal was to create a brand that balanced accessibility and aspiration.
The Solution
We developed Arlo—a small-but-mighty hotel designed to attract visitors and locals alike, and compete on the global stage.
The central theme behind the experience was Expression without Excess: a place for everything you need—and nothing you don’t. Arlo’s design philosophy wholly embraces the mindset of next generation consumers, centering itself around richness of experience and social gathering. All aspects of the design prioritize quality above all else and aim to foster vibrant atmosphere.
What I did…
BRAND STRATEGY, CONCEPT DEVELOPMENT, CREATIVE DIRECTION, MESSAGING, ACCOUNT MANAGEMENT
Photo credit: Kendall Mills
Defined the brand & developed the messaging.
I developed the brand platform that set the foundation for all internal and external messaging, as well as wrote the core components of their consumer-facing brand language.
Design credit: Brand Bureau
Collaborated on the identity concept.
Collaborated with a team of designers to create the visual identity and help conceive of a comprehensive digital and print collateral package.
Design credit: Brand Bureau;
Provided creative direction.
Helped concept, direct, and produce a lifestyle shoot that could be utilized both for the brands website and social handles.
Photo credit: Kendall Mills
Designed the experience and helped inspire the interior design.
We worked with the interiors team to identify signature guest touchpoints that would bring the brand to life in space.
Design Credit: AvroKO; Photo credit: Eric Laignel
Design Credit: AvroKO; Photo credit: Eric Laignel
