Hotel X
Unexpected and Uninhibited
Art Direction
Brand Activation
Brand Identity
Campaign
Content
Digital Design
Media
Naming
Social Media
Strategy
Client
Pointcorp
IHG Hotels & Resorts
Description
Forming a key part of a $250 million mixed-use destination in the heart of Brisbane’s Fortitude Valley, Hotel X is a boutique offering from Pointcorp and IHG Hotels & Resorts, forming part of IHG’s Vignette Collection of one-of-a-kind hotels. Tasked with naming, branding, launching and marketing the hotel, we developed an overarching identity that challenged convention at every turn. Deliberately provocative, the brand embodies the vibrancy, irreverence and eclecticism of Fortitude Valley.
Project Team
James Cooper, Matt Cullen
Awards
2023 Australian Design Awards — Silver
2022 Sydney Design Awards — Gold
Deliberately provocative, the brand embodies the vibrancy, irreverence and eclecticism of Fortitude Valley.
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