ALOFT HOTELS
ALOFT AROUND THE WORLD
Brand Concept, Identity Design, and Launch
After the successful rebranding of W Hotels Worldwide, a new project was initiated based on the same ethos. The project involved working closely with Starwood Hotels & Resorts to create a completely new hotel experience for the select service market.
This included naming the brand, conceptualizing the overall direction, and creating comprehensive global style guides for all visual materials.
The team was led to develop a fully integrated launch campaign that encompasses marketing and promotional materials, social media marketing, brand videos, in-hotel collateral, online identity, and even the Aloft Hotels brand song.
There are now +210 Aloft Hotels worldwide.
Creative Direction
Art Direction
Graphic Design
Identity Design
Signage Design
Brand Strategy
Style Guide
Digital Marketing
Outdoor Marketing
Package Design
Global Programming
On Property Art
OS&E
Hotel Collateral
Food & Beverage Branding
Commercial Directing
Video Editing
Photography
Illustration
Music Score
Naming and logo design
It started with an idea and a name. Working together with the Starwood team, we explored hundreds of names and directions.
The name & logo development took almost a year to complete, as the concept and spirit of the brand were to be represented in it.
As the brand continues to grow and evolve, the logo is the consistent element that keeps Aloft properties identifiable around the world.
Identity Design
Comprehensive style guides defined the Aloft Hotels look while keeping the energy and fun of W Hotels in mind.
Branding
From hotel collateral to online booking, to digital marketing, everything was created from the ground up and distributed globally as the hotel brand grew.
Print & Digital
"Aloft has become a kind of living-social brand, not just a lodging option. Aloft is a place guests come to connect with design, technology, and each other,"
"The brand's, guest satisfaction scores, strong revenue performance and ability to consistently steal market share are signs that Aloft is speaking the language of the next generation traveler and creating the kind of place where they want to spend their time."
Brian McGuinness, Senior Vice President of Specialty Select Brands for Starwood.
Collateral
Brand Videos
DIRECTION, CONCEPT, EDITING, ANIMATION
Brand sizzle
Commercials
Brand Touchpoint Tour
Programming
Promotional Spot
On property programming
Original launch video
Botlr, the Robot Butler
Aloft Hotels and Savioke, the Silicon Valley start-up that designed the robotic butler, partnered up to explore the future of hotel tech.
Work Included:
Naming
Branded Graphics
Photography
Commercial Video
Global on-property Art Program
DESIGN ELEMENTS CREATED YEARLY ARE REPLACED IN EVERY PROPERTY
Collage | Illustration | Painting | Photography
The overwhelmingly positive customer feedback has proved we’ve established Aloft in the global hospitality market successfully. There are already 210+ Aloft Hotels around the world.
