Nuami Hotels. International Brand Transformation. Category challenger
design positioining.
Thinking : Naumi Hotels are a collection of immersive boutique hotel experiences, "perfectly unique and uniquely perfect".
They aim to surprise and delight guests with an adventurous design and artistic aesthetic, combined with thoughtful and attentive service from hospitality professionals
Naumi believes every hotel stay should be unique, unordinary, stimulating, and memorable, appealing to the senses and surprising seasoned travelers.
Their spaces are designed to be "a riot of colour, effortlessly efficient, and peppered with moments of whimsy – a true delight for the senses".
Brand Language and Messaging: Naumi's brand language aims to be fresh, evocative, and engaging, moving away from common industry clichés. It prompts people to think about the hotel experience. Location descriptors focus on what makes each hotel different or interesting, whether it's the art, neighborhood, view, or even pastries. Each hotel is celebrated for its unique design, art, furnishings, food, and vibe, with every new hotel experience starting from a "blank sheet of paper
Thinking : Naumi Hotels are a collection of immersive boutique hotel experiences, "perfectly unique and uniquely perfect".
They aim to surprise and delight guests with an adventurous design and artistic aesthetic, combined with thoughtful and attentive service from hospitality professionals
Naumi believes every hotel stay should be unique, unordinary, stimulating, and memorable, appealing to the senses and surprising seasoned travelers.
Their spaces are designed to be "a riot of colour, effortlessly efficient, and peppered with moments of whimsy – a true delight for the senses".
Thinking : Naumi Hotels are a collection of immersive boutique hotel experiences, "perfectly unique and uniquely perfect".
They aim to surprise and delight guests with an adventurous design and artistic aesthetic, combined with thoughtful and attentive service from hospitality professionals
Naumi believes every hotel stay should be unique, unordinary, stimulating, and memorable, appealing to the senses and surprising seasoned travelers.
Their spaces are designed to be "a riot of colour, effortlessly efficient, and peppered with moments of whimsy – a true delight for the senses".
Smart Brands & clever people
Welcome to Wellington’s eclectic & electric Cuba St, heart of the city’s art and music culture and home to our own creative boutique. The world’s coolest little capital city naturally has one of the most interesting places to stay and play. This is a one-of-a-kind sensory experience. We can’t make flying fun but we can give you something to look forward to when you get off the plane. It’s a little bit wonderful, a little bit mad.
Naumi Auckland Airport
We can’t make flying fun but we can give you something to look forward to when you get off the plane. It’s a little bit wonderful, a little bit mad.
Naumi Hotel Wellington
The world’s coolest little capital city naturally has one of the most interesting places to stay and play. This is a one-of-a-kind sensory experience.
The Dairy Private
The Dairy Private could be a discrete boutique luxury hotel anywhere in the world. Except it’s not. It’s smack in the middle of Queenstown. Lucky you.
Naumi Hotel Singapore
A sky-high sanctuary that’s plush and private – an oasis of style and serenity designed to recharge and rewind. This is where luxury comes to play.
Today we work internationally –
completing Naumi's brand language aims to be fresh, evocative, and engaging, moving away from common industry clichés4344. It prompts people to think about the hotel experience4344. Location descriptors focus on what makes each hotel different or interesting, whether it's the art, neighborhood, view, or even pastries
GLobal Brand
Each hotel is celebrated for its unique design, art, furnishings, food, and vibe, with every new hotel experience starting from a "blank sheet of paper"4748. This "makes you think" approach applies to every communication touchpoint4344.
Brand Language
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‘World of Wool’ Quality certifier
An aspirational wool symbol designed to help the brand lift itself up to a new kind of ‘eco-premium’ positioning. As a likeable and engaging graphical device, the symbol acts as a brand certifier, or a symbol of quality to help us build out the broader wool and natural materials story.
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Bremworth Moments
Talent shoots focus on people interacting with carpet, in genuine personal ‘moments’.
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Bremworth Materials
Wool is in. Plastic is out. Bremworth is backing wool. Bremworth’s material images collection highlights the brands appreciation of New Zealand wool.
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Still Life Moodboards
A unique approach has been developed to showcase material. The art inspired moodboards explore relationships between wool and quality natural materials.
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White frame templates
The simple white frame device differentiates Bremworth brand communications. It’s flexible enough to apply to any brand touch point. The minimal design aesthetic compliments a wide range of content.
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Typographic tone of voice
We introduced a bold, graphical and distinct typographic style to offset the hand-scripted logo and confidently communicate messages. The upper case italic style modernised their message. It’s at its strongest with bold short, sharp sentences.
Wordmark Evolution: The redesigned "naumi" wordmark features fluid, natural lines, resembling a fresh sketch or ink settling into paper, conveying authenticity.
Wordmark: The redesigned "naumi" wordmark features fluid, natural lines, resembling a fresh sketch or ink settling into paper, conveying authenticity910. It embodies an interplay of artistic character and lived-in humanity, grounding Naumi's revitalized identity in bold, modern contrasts and confident warmth910.
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Listen up ‘Deep Dive’
A conversation about our projects with Naumi Hotels.
Key Applications & Touchpoints: The brand guidelines provide standards for a wide range of applications, ensuring consistency across all guest interactions4950. These include:
Digital: Website homepage (In-Room & Collateral: Coffee collateral (including machine instructions, e.g.,72...), luggage tags (e.g.,78), business cards (e.g.,7980), letterheads (e.g.,8182), envelopes (e.g.,8384), room cards/key card holders (e.g.,85...), door hangers (e.g.,89...), and in-room service menus/QR codes (e.g.,9293).
Marketing Materials: Event brochures, in-house promo posters (e.g.,94...), glass bottle and coffee machine tent cards, and hotel fact sheets (e.g.,102...).
All communications are designed to contribute positively to the Naumi brand, reinforcing its adventurous, playful, and eclectic character78.
IA case in point
Naumi Hotel Singapore
8.
Naumi Hotel Singapore – A Case in Point: Naumi Hotel Singapore, located in the heart of the city, redefines urban living with its blend of contemporary elegance and thoughtful design103105. It offers a refreshing retreat for travelers seeking comfort and authenticity, inspired by the concept of an urban oasis103105. The hotel features a sophisticated aesthetic that merges clean modern lines with warm, natural tones, and has 73 distinctive rooms, versatile event spaces, exceptional dining options, and a stunning rooftop pool103105. Rooms offer luxurious 400-thread-count Egyptian cotton bedding, Apple TVs, Nespresso coffee machines, and Antipodes bathroom essentials106107. Unique room types like Habitat, Oasis, Patio, Blush Rooms (Madonna, Last Pharaoh, Iris Apfel inspired), Gabrielle and Camellia, Eden and Nirwana, and Suvarna Suite offer immersive themed designs and artistic interpretations108.... Facilities include the Cloud 9 Rooftop Pool & Bar with panoramic city views, a state-of-the-art Fitness Studio, and versatile event spaces like 8M, Varta, and Cloud 9115.... Its prime location provides easy access to MRT stations, Suntec Convention Centre, Marina Bay Convention Centre, and attractions like Fort Canning Park and Gardens by the Bay118119.
International Furniture Fair Singapore
Spaces.
The International Furniture Fair Singapore, held in conjunction with the ASEAN Furniture Show (IFFS/AFS) and The Décor Show is Asia’s premier sourcing platform and design-led exhibition. The event was established in 1981. Singapore is a regional hub for global companies. Sunbrella approached Lucas to create a space that would inspire architectural and designer audiences.
Our solution was an abstract installation designed to evoke conversation about ‘space’ and the use of fabric in architectural environments. The concept referenced Sunbrella’s new focus on interior applications of the produc
