INDEPENDENT WORK
Oasis
Creative Director | Brand Identity for a Santa Fe Boutique Hotel
THE PROBLEM
Luxury hotels in Santa Fe all look the same. Beautiful. Interchangeable. Forgettable.
Five star properties that could exist anywhere. The richness of the place gets lost in the lobby. The guest arrives in one of the most visually distinct places in America and feels nothing specific at all.
THE SOLUTION
Oasis was built on one conviction:
The most luxurious thing you can offer a guest is a deep sense of where they are.
Santa Fe sits in the high desert of New Mexico. An oasis is not a metaphor here. It is literal. The hotel is the refuge. The cool in the heat. The stillness in the landscape.
The concentric arches reference the signature arch of Santa Fe. The circle at the centre is the O. The oasis. The destination. The geometric pattern system draws from the weaving and textile traditions of the indigenous Southwest communities. Nothing was invented. Everything was found.
THE RESEARCH
Santa Fe has a visual language that already exists. Arches that blend Spanish Colonial, Mission and Territorial influences into something entirely its own. Walls that swell and soften at the edges. Rounded corners worn smooth by sun and time.
Geometric weaving patterns from the indigenous communities of the Southwest. Carried through generations in craft, jewellery and textile traditions. The brief was not to invent. It was to find.
THE COLOR STORY
Every colour was pulled directly from the land. Ochre from the red rock formations at their most saturated. Beige from the sun baked earth, warm and imperfect. Teal from the water. The pool. The one moment of cool in an ocean of heat. Together they do not decorate the brand. They ground it.
THE IDENTITY
THE APPLICATION: PRINT & PHOTOGRAPHY
THE APPLICATION: SOCIAL, DIGITAL & WEB
