INFINITE BY AURORA™ is a luxury, all-inclusive destination resort and spa concept developed by Aurora Hotels International (AHI), dedicated to helping guests live life in the moment. We entered Phase 1 of the project with AHI to develop an interim brand identity to complement their investor decks for pitching activities. I worked closely with the AHI team to help support their vision of a truly modern-thinking hospitality brand.
After a thorough research process which helped to define the positioning as well as tone of voice for the brand, the identity set out to capture a refreshing and energetic sentiment of a resort without looking dated and stale. It needed just enough vibrancy to be reflected as a modern-day resort, without looking/feeling overwhelming.
These insights led us to the usage of gradient in the design system to to set us apart from other resorts. The logomark was created in consideration to AHI's brand architecture, having subtle resemblances among each sub-brand. Every touch point was considered and designed to connect with resort guests in the INFINITE BY AURORA™ voice; from bedroom slippers to cups all the way to little housekeeping notes.The extensive project culminated in internal facing documents as well as a brand guide that sought to help the hotel and staff understand and maintain its unique identity.
