Boutique Hotel Concept Manifested in Playful Design
In the summer of 2013, a veteran of the hospitality industry reached out to dda with a unique concept for a boutique hotel. dda’s creative collaboration was welcomed as he endeavored to bring his vision to life.
dda conducted a condensed Discovery process to gather an understanding of the innovative hospitality model and how it broke away from the norms of the marketplace. Juxtaposed against the competitive environment, we associated values and verbiage to the reimagined hotel experience and then solidified this language in a Brand Core and Voice & Messaging Guide.
The concept being one-of-a-kind and idiosyncratic, we designed a logo and brand identity around the image of a platypus.
Scientifically speaking, the Monotremata Order was first created for the platypus, which was discovered in Australia in 1778 and brought to England for classification. As a mammal with distinctly birdlike and reptilian features, it baffled English plant and animal classification theorists to the point that they doubted its authenticity. Once proven real, the platypus required a new category altogether.
Like the platypus, we imagined The Monotreme Hotel as an utterly original boutique experience. It would not just be a hotel, but a studio and gallery, a gathering space. The Monotreme Hotel would redefine hospitality, and no other name or visual would fit the bill quite like this one.
With this beautifully imagined concept in hand, The Monotreme Hotel is ready to transition to the brick and mortar stage.