Despite their expertise in luxury, full-service, and mid-market hotels, Muse Design’s brand identity didn't fully capture their unique value proposition or resonate with their target audience of successful hoteliers. They needed a brand that could communicate their inspired, lush luxe, and results-driven approach while appealing to clients who value both aesthetics and practicality.

I was brought in by a partner agency, Istoria, to lead the rebranding effort through a whirlwind 2-week design sprint. Calling it "fun" barely scratches the surface. Our days were packed with rapid ideation bursts, regular pulse-checks with the Muse crew, and iterative design rounds. We pushed boundaries, exploring numerous concepts before honing in on the final direction. The sprint's tight timeline fostered quick decisions and seamless teamwork, culminating in a dynamic, productive whirl that completely transformed the brand. More than just crafting a breathtaking new identity, this sprint reinvigorated the Muse team, infusing them with fresh purpose and excitement for their visual future.

Brand Strategy

Our deep dive into Muse's ideal client revealed a successful hotelier driven by achievement and generational wealth-building, valuing both aesthetics and practicality while juggling multiple projects and brand constraints. Armed with these insights, we crafted a strategy positioning Muse as the premier choice for inspired, story-telling spaces. We emphasized their expertise in navigating brand guidelines, their comprehensive concept-to-delivery service, and their cultural sensitivity—particularly to Indian heritage. This approach perfectly aligned Muse's offerings with their target audience's needs and aspirations, setting the stage for a brand that resonates deeply with successful hoteliers seeking both luxury and results.

Visual Identity

The Muse logo combines a classically elegant yet modern wordmark with a graceful swan brandmark that thoughtfully alludes to Hindu culture—celebrating without appropriating. It’s draped in a color story of deep Jasper and vibrant Rose Disco, set against the lush backdrop of Jungle tones and softened by whispers of Pouf of Pink, creating an ambience of undeniable luxury. The typography is a bold blend of contemporary and impact, while Art Deco-inspired patterns and frames dance with sketched illustrations, capturing Muse's imaginative essence and infusing a dash of old-school glamour into every detail.

Results

By deeply understanding their target audience and crafting a brand that balances luxury with practicality, we've helped Muse Design Inc. position themselves as the premier choice for hoteliers seeking inspired, memorable spaces.This strategic overhaul has opened up opportunities for upscale projects and partnerships with major hotel brands, positioning Muse Design as the go-to firm for hoteliers seeking distinctive, impactful design solutions in the competitive hospitality industry.

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