Brand Identity
Celeste Hotel on UCF Campus
A Cosmic Campus Differentiator.
Development Venture Group sought a brand development partner for its new hotel concept on the campus of the University of Central Florida. Part of the Marriott Tribute Portfolio, the project was in search of a brand architecture package to drive the identity of the hotel and its interior design. Working within the owner’s vision of the hotel and the brand requirements of Marriott — while stretching our creative legs — 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 through space and time into the Space Race era to recall colors and tones that were equally resonant among today’s “modern maverick” traveler. We blended elements of NASA history with celestial influences to develop brand identity elements, creative executions for keycards, do-not-disturb signs and everything in between, and a starry-eyed name: Celeste.