Project Overview
Cloud Hotels is a fictional international luxury hotel group created to explore how a contemporary hospitality brand can communicate quiet luxury, a sense of place and meaningful travel through a cohesive visual and sensory identity. The chain has properties spanning distinctive destinations around the world, from alpine landscapes to tropical coastlines. Cloud Hotels is designed around the idea that luxury is not simply what surrounds you, but how a place makes you feel. It should not only feel like a luxurious environment, but an environment where the guest feels at home. The brand takes an understated approach to luxury, favouring natural materials, considered details, calm spaces and experiences that encourage guests to slow down and be present.
The world awaits. So do we.
The project encompasses the development of a complete brand ecosystem, from the core identity through to physical guest touchpoints and a cinematic promotional campaign.
The Brand
Brand Essence
Quiet luxury. Extraordinary places. Meaningful moments.
Cloud Hotels exists for travellers who value atmosphere over excess and experience over extravagance. Rather than presenting luxury as something loud or inaccessible, the brand communicates it through simplicity, craftsmanship, sensory details, presence and connection to place.
Brand Personality
Refined
Calm
Curious
Warm
Contemporary
Understated
Sophisticated
Natural
Considered
Relaxed
Target Audience
Affluent, design-conscious travellers seeking distinctive experiences rather than conventional luxury.
Cloud Hotels appeals to guests who appreciate:
Personalised Experiences
Architecture and interiors
Nature and landscape
Local culture
Wellness and slow travel
Exceptional hospitality
Thoughtful design
Authentic Experiences
Identity
The colour palette for the brand is minimalistic and calm, yet shows the connection to the globality of the brand. Sandy beaches, tranquil forests, misty mountains, vibrant big cities and picturesque seaside resorts. Each location gets its own colour closely tied to the where it is based.
The Serif typeface chosen for this brand convey both luxury and calm, paired with the Sans Serif Typeface that adds to the modern feel of the brand.
The Logomark is a combination of a custom “C”, waves and floating mist. Its purpose is to exhibit moving currents, the everchanging shapes of mist and rolling waves, much like the vision of brand itself. Whether the guest is looking for a tranquil forest getaway, a busy city break or an energetic trip to the Swiss Alps, the logomark is designed to convey the feel and emotion each location and its surroundings evoke. It is meant to be used on its own for physical products as well as paired with the wordmark.
Along with the branding, part of the scope of this project was to create promotional videos used for web and social media. The videos are relatively short, but long enough to explore and express the globality and versitality of Cloud Hotels.
Technology/Software used for the project:
- Adobe Photoshop
- Adobe Illustrator
- Adobe Premiere Pro
- Canva