project_content
Context
Mismatched Missions
In its current state, the Element Hotel's brand misses the mark on its sustainable mission.
They focus on extended stays and mindful living. Each suite is equipped with a built in kitchen, the bathrooms and showers use sustainable packaging, and the front desks offer bicycle rentals to all guests.
They have a clear mission of being environmentally friendly and welcoming for groups who want a long stay. However, this mission isn't well reflected in their current branding.
Attributes
From Zen Garden to Bonfire
Visiting my local Element Hotel was insightful to seeing how the brand was currently being used. A lot of brand decisions made the space match an early 2000s zen garden aesthetic. This in turn made it feel more clinical and uninviting.
With this in mind, I refreshed the brand attributes to be more welcoming, encouraging guests to take the time they need to refresh. At the same time, the new brand attributes remind guests that they exist in a community and should both take part and take care of their surroundings.
