Desert Bloom
About the Project
Desert Bloom Resort and Spa is a concept project inspired by Phoenix, Arizona. This upcoming boutique hotel offers guests an immersive experience celebrating the rich culture and breathtaking landscapes of the Southwest. Desert Bloom aims to provide guests with an escape to their own private oasis. The project involves crafting a distinctive concept that blends modern luxury with Southwestern charm, designing branded collateral, developing a logo and a cohesive brand identity.
Project Type
Research, Brand Identity, Logo Design/Animation, Product/Package Design
My Role
Designer
Software
Adobe After Effects, Illustrator, Photoshop, InDesign
Research/Target Audience
The concept of Desert Bloom Resort and Spa stems from extensive exploration into Phoenix’s history, culture, and visitor demographics, ensuring that every aspect of our offering resonates with authenticity and refinement. From the warm color palette and Aztec patterns adorning the lobby to the locally inspired cuisine, our approach is grounded in a deep understanding of what travelers seek in a boutique hotel. Through comprehensive research and analysis, we’ve identified our target audience as refined travelers seeking a one-of-a-kind and immersive experience. Primarily aged between 25 and 55, these individuals are drawn to boutique hotels that seamlessly blend modern luxury with authentic regional charm. They value personalized service, design excellence, and a deep connection to local culture. By catering to these preferences, Desert Bloom aims to exceed the expectations of our guests and provide them with an unforgettable journey and an escape to their own private oasis.
Logo
The Desert Bloom logo was designed with careful consideration of our hotel’s concept and audience preferences. Inspired by the hotel’s location in Phoenix, Arizona, and our commitment to providing a unique experience, we combined a clean and inviting Western font with a delicate flower icon representing the blooming cactus flowers. Drawing from research into Western fonts and travel-site branding, the logo captures the essence of the Southwest while reflecting current trends in the hospitality industry, aiming to establish a strong visual identity for Desert Bloom that resonates with travelers seeking memorable experiences.
Animated Logo
The animated logo emphasizes the “bloom” in Desert Bloom with a blossoming flower against the Arizona landscape. The sequence begins with the flower icon, followed by the appearance of the words “Desert Bloom.” The animated logo enhances the branding by visually encapsulating the essence of Desert Bloom. The blossoming flower against the backdrop of the Arizona landscape symbolizes growth, vitality, and the vibrant spirit of the Southwest. It reinforces the hotel’s identity as a place of renewal, connection to nature, and exploration, aligning perfectly with the brand’s values and promise to deliver an unforgettable journey.
Brand Board
The brand board for Desert Bloom contains various elements that capture the essence of the hotel's identity. It features a range of logo variations, each highlighting different aspects of the brand, from the blooming flower icon to the elegant typography. The fonts chosen reflect the hotel's theme, with one evoking a Western aesthetic and the other conveying elegance. The pattern, inspired by the blooming cactus flower, adds a distinctive touch to the brand's visual language. Lastly, the carefully selected brand colors further reinforce the hotel's connection to the Southwest landscape, creating a cohesive and memorable brand identity.
Hotel Collateral Process
The process for developing hotel collateral began with researching Phoenix’s history and visitor demographics. Drawing inspiration from boutique hotel trends and travel-site branding, the goal was to feature the unique blend of modern luxury and Southwestern appeal that defines Desert Bloom. When creating mockups, every aspect of the collateral was crafted to ensure consistency with the hotel’s brand and elevate the guest experience. This process resulted in a cohesive collection of materials that effectively immerse guests in the unique ambiance of Desert Bloom, highlighting the commitment to providing a memorable exploration of the essence of the Southwest.
