The Problem
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While a larger umbrella visual brand existed for Proper Hotels, each of the celebrated properties needed “sub-personalities” that would distinguish them from the others while still representing the Proper brand.
Individual visual systems were needed to differentiate each property, and in turn could influence digital marketing campaigns that celebrated each property while driving sales and increasing engagement.
The Solve
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We explored influences of 19th & 20th century art & architecture, drawing influences from Geo Ponti to Alexander Girard. The results were a variety of fun social media & e-marketing campaigns unifying playful movement, expressive typography & playful use of color.
Together, we created one of their most successful Cyber Monday e-campaign’s in November 2019.
