Naumi Hotels was inherently designed with an international perspective, weaving global influences into its very core.
The central concept of 'Culture Fusion' is a direct reflection of this internationality. It introduces a unique graphic language that deliberately blends "diverse Eastern and Western styles, both old and new." This approach creates a visual narrative that transcends singular cultural boundaries, aiming for a broader, more global appeal that resonates with a diverse international clientele.
Furthermore, the design system built around the "Kaleidoscopic Story" emphasizes its adaptability and flexibility. By utilizing pattern and kaleidoscopic techniques, the system is designed to "complement a wide array of content styles" and ensures "future adaptability across various brand touchpoints." This inherent flexibility allows the brand to maintain a cohesive and recognizable identity while being able to nuance its presentation across different international markets and cultural contexts. The goal was to generate a "distinct, proprietary, and adaptable graphic language" that could be consistently applied regardless of geographical location, from print materials to digital applications and even experiential video content
Test
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".
Project: Kaleidoscope aimed to decisively differentiate the brand from conventional designer hotel sector.
The core challenge was to cultivate a unique, flexible, and adaptable graphic language that would resonate with their nonconformist and independent-thinking target audience, all while leveraging the existing maximalist patterns already present in their distinctive hotel spaces. Our solution introduced 'Culture Fusion', a proprietary graphic language designed to blend diverse Eastern and Western styles, both ancient and modern. This flexible system uniquely harnesses pattern and kaleidoscopic techniques to generate Naumi’s central message: the "Kaleidoscopic Story." The transformation included redesigning the wordmark with fluid, natural lines that exude authenticity, balancing contemporary fluidity with organic imperfections to mirror a creator’s signature. This wordmark, always paired with location or hotel type, maintains a consistent stacked horizontal format in black or white. The 'Kaleidoscopic Story' design system utilizes patterns and kaleidoscopic graphic techniques, creating a distinct and adaptable visual language that can be applied across numerous brand touchpoints, from black and white to full-color patterns, and integrated with talent and locations.
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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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
Brand messaging was crafted to be fresh, original, bold, and confident, deliberately avoiding hotel clichés and pretentious language. The tone of voice positions Naumi as "adventurous hoteliers," "unashamedly playful and eclectic," and "bold and brave," creating experiences described as "unique and unordinary" that "appeal to the senses, and surprise and delight the most jaded travellers." Headlines adopted a "makes you think" approach, pairing evocative visuals with engaging copy, while a concise tagline was developed for high-impact communication. Essential brand elements like specific typefaces (Josef Sans, Graphik, Poppins) and a comprehensive color palette were meticulously defined. This new identity was then meticulously applied across a wide range of brand touchpoints, including hotel fact sheets, business cards, letterheads, room cards, luggage tags, website, welcome emails, social media, and promotional materials. The "Kaleidoscopic Story" was further brought to life through "Perfectly Unique Video" content, showcasing full-color video examples.
Wordmark Evolution: ThPatterns combine different styles, old and new, from different east & west cultures, to create a unique, ownable and flexible graphic language.
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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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
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.
Naumi's brand language aims to be fresh, evocative, and engaging, moving away from common industry clichés. It prompts people to th. aink 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
Brand Language
The brand guidelines provide standards for a wide range of applications, ensuring consistency across all guest interactions
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.
Ultimately, the 'Culture Fusion' brand transformation successfully achieved its goal, differentiating Naumi Hotels from its conventional competitors by establishing a truly unique, proprietary, and highly adaptable graphic language
This new identity, deeply rooted in the "Kaleidoscopic Story," ensures future flexibility across diverse content and brand touchpoints. It has redefined Naumi's position as a "thinking" person’s hotel experience – a smarter choice for more open and curious individuals seeking memorable and unexpected journeys.
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
