Development Venture Group sought a brand development partner for its new hotel concept on the campus of the University of Central Florida. A part of the Marriott Tribute Portfolio, the project was in search of a brand architecture package to drive both the identity of the hotel, its interior design, and the service delivery experience. Working within the owner’s vision of the hotel and
the brand requirements of Marriott, the charge to our agency was to deliver a brand that resonates with the audience.
We worked with ownership and Marriott to establish brand values, pillars, and narrative that connected the audience with the offering. Capitalizing on the property’s connection with the space program and its allusion to mythology and astronomy, we creatively explored various alternatives to arrive at a versatile yet bold brand direction.
We reached back into the “space race” era to recall colors and tones that resonated with the desires of today’s “modern maverick” traveler. We blended elements of NASA history with celestial influences to develop a name for the property, brand identity elements, and creative executions for everything from keycards to do-not-disturb signs. Staying at the Celeste will be an experience to remember for generations to come.