The system extends from the identity into the stay itself: room collateral, door hangers and in-room moments designed to feel quiet, tactile and personal, so the brand is something guests experience rather than read.
"Luxury is not simply something we see. It is something we feel."
Jenna Shoop
Founder & Creative Director, Campfire Brand Studio
KALUNA FARM RETREAT
Hospitality
Atlanta Beer Festivals
Events & Entertainment
GUMPY'S CLOSET
Retail & E-Commerce
hq hotels
Hospitality
Bear & Honey Candle Co.
Retail & Consumer Products
Folk & Fork Festival
Event & Entertainment
Hq Hotels
CONCEPT: BRAND STRATEGY + IDENTITY
Aura is a brand identity I developed for HQ Hotels as part of a creative assessment for Wild Places. It's built around the relationship between atmosphere, emotion and memory.
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The challenge was a hospitality world that felt intelligent, effortless and unforgettable: more seductive than social, more sensory than performative. The idea is simple. Luxury is not something we see, it's something we feel.
Luxury you feel.
Client
HQ Hotels (concept for Wild Places)
Industry
Hospitality
Year
2025
Services
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Brand Strategy
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Creative Direction
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Visual Identity
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Experience Design