Concept
The Giantel is a hotel concept that provides guests with a larger-than-life experience. The hotel is full of giant, playful installations: giant furniture, oversized and immersive board games, and more.
Target Audience
This experience appeals to families with older children.
Age Range: Parents aged 28-45, children aged 7-15
Income: $70,000 - $150,000 annually
Lifestyle: Active families who prioritize experiences over material goods. They enjoy travel that includes adventurous activities and whimsical environments.
Design Process
1. Moodboard
2. Sketching
3. Logo ideation + refinement
4. Finalize logo + develop brand identity
5. Apply brand identity
1. Moodboard
The first step of my brand identity process is to articulate a few attributes that define the brand. Once I have a few key words in mind, I put together a simple moodboard to begin establishing the visual identity. The Giantel contains the following attributes:
• playful
• bold
• curious
• engaging
• friendly
2. Sketching
Throughout sketching, I explored a range of concepts. At this point, I was also generating name ideas with the help of ChatGPT and landed on the name 'The Giantel'.
3. Logo ideation + refinement
In this step of the design process, I turned three sketched ideas into more developed logo concepts and presented them for review. For logo concept 1, I played off the idea of oversized furniture, depicting a large scale lamp paired with a friendly typeface. Logo concept 2 features a type-driven logo with contrasting text sizes. For logo concept 3, I utilized the oversized game aspect of the hotel and played with the perspective of the checkerboard to convey a sense of scale. Each concept also presented a different color palette idea as well.
After feedback on these three logo concepts, I began refining the third option.
4. Final logo + developed brand identity
The final logo, color palette, typeface palette, and brand pattern:
5. Application of brand identity
Stationery set, door hangers, key card concept, and website mockup:
