GFI Capital, an existing client, bought the Ace Hotel chain and wanted a change. We were tasked with demonstrating how we can create a unique personality for the chain and how it would work across the individual hotels. Each Ace Hotel has it's own attitude and vibe. These needed to be reflected in the work across the website, print ads, and social.
To show how it could work, we made the "A" the focal point of the campaign and mixed it with bold, modern design elements. For example, Palm Springs has a retro vibe and the pool is the main attraction. Our target audience is also defined through the b&w photography.
Art direction, design, social media
