GOLDEN PACIFIC HOTEL | Class project
My Role:
Research & Conceptualization
Logo Design
Brand Guidelines
Marketing Planning & Execution
Social Media
Marketing Materials
Date:
April 2020
The Golden Pacific Hotel is a luxury hotel that exists to provide a guest experience that is rich with local charm and unique historical touches in a modern, practical and unpretentious way.
| LOGO DEVELOPMENT
For this project, I was inspired to design a hotel brand that balances high-end luxury with the laid-back and welcoming atmosphere that the city of Victoria captures so well. The company’s key values are Genuine Care, Inclusivity, Adventure, Joy, Humility, and History. Throughout the branding process, starting with logo development, I aimed to communicate these values visually to support the brand’s mission and vision, while remaining authentically Victoria.
The logo I selected features a hand-drawn illustration of Victoria’s most well-known structures: the parliament building. This recognizable badge really helps to ensure a potential guest that The Golden Pacific Hotel promises an authentic and unique Victoria experience.
The crest shape surrounding the illustration resembles a shield which represents stability and protection. It is also a nod to the rich gold mining history of the city, which is what makes Victoria the bustling place that it is today.
I paired a comfy and stylish serif with a clean, loosely tracked san serif to keep the logo looking modern and classic. These typefaces are woven throughout the brand.
| LOGO APPLICATIONS
| RESEARCH
A big part of this project was determining how my deliverables connect with my general clientele and target audience. By establishing a few diverse personas, I was able to design marketing materials that will drive this company toward success.
| TAKEAWAYS
Through this project, I was able to practice applying how a target audience influences end results of a design. Through establishing comprehensive and realistic personas early on in the process, I was able to be more informed on how to effectively reach my target audience.