Immersed in Nature
"Immersed in Nature" is a key tenet of 1 Hotels' brand positioning. The challenge was taking this idea and making it feel specific to each property rather than treating nature as an abstract idea. A hotel in Miami Beach sits in a different landscape than one in Melbourne, and the visuals should reflect that.
We developed a visual system using locally-sourced botanical photography tailored to each property's environment. Miami Beach featured tropical palms and coastal grasses, Melbourne used native eucalyptus and classic Australian botanicals. Each property received its own image library and collateral, built from the same design language but literally rooted in its actual surroundings.
The system carried across amenities, in-room materials, and guest touchpoints. It gave the positioning weight and meaning by tying it to place.
1 Hotels Weddings
Weddings at 1 Hotels needed their own identity without feeling disconnected from the brand. We developed a sub-brand with a new logo, color palette, and watercolor illustration system that brought the softness and elegance a wedding program requires while staying tied to the brand's natural aesthetic.
The identity extended across brochures, planning materials, menus, and stationery. It reads as part of 1 Hotels but gives the weddings program room to operate on its own terms.
1 Hotel South Beach: Membership Club
The goal was to create a members' club that allowed locals to access the hotel's amenities, embedding the property deeper into the Miami Beach community. The challenge was developing an identity that lived within the 1 Hotels brand landscape but felt distinct enough to stand on its own.
We designed the logo and developed a color system that differentiated the club while staying consistent with the broader visual language. The identity rolled out across membership materials, welcome packages, decks, and merchandise. It functions as its own program while clearly belonging to 1 Hotels.
