BRINGING FUN INTO HOSPITALITY
With it’s second venture, Great Destinations Hotels & Resorts wanted to create a budget hotel brand. This brand would have three types of offerings in the economy category and would appeal to budget travelers from all walks of life. The brief was simple – creating a fun, young brand that will be inviting and not intimidating for their target segment. With the name My Space (to signify that this was like your own, personal space or home) we positioned the brand to offer the best basics in hospitality. The three categories were My Space (the basic hotel), My Space Express (a slightly more premium version of the original offering) & My Space Signature (a boutique offering). We then designed a dynamic brand identity that reflected the brand’s personalty. All touch points of the brand from the signage to collaterals are conversational and fun. The identity, being dynamic, could also evolve and adapt (in terms of a design language) itself for multiple spaces and purposes.
Project Strategic: Branding | Design | Communication | Digital Design | Experience Design
