Year
2025
Client
ANDREA NEWMAN
Category
HOTEL & RESORTS
Product Duration
4 - 5 WEEKS
The AURA portfolio project explores what makes a stay feel elevated rather than just comfortable. Research includes studying luxury hospitality branding, understanding how guests read quality through material, color, and detail, and analyzing how a mark can feel warm and premium at once — like light, stone, and stillness in equal measure.
With a refined arch-and-sunrise mark, an elegant serif wordmark, and a palette of charcoal, gold, and warm neutrals, the identity is built to feel timeless and understated. Every application — signage, stationery, amenities, staff uniforms — carries the same calm confidence, letting craftsmanship speak louder than logos.
The design integrates a full identity system across guest-facing touchpoints — from exterior signage and reception branding to keycards, notebooks, and spa amenities — to bring AURA to life at every point of a guest's journey. The system is built to scale gracefully across different properties while keeping the experience unmistakably AURA.
Every element of the AURA identity is built around the idea its name suggests — a feeling that lingers after you've left the room. The system centers on warmth, stillness, and craft, offering an experience for guests who notice the details most brands overlook.
