ABOUT

Challenge

Travel to Miami is booming and there are hundreds of hotel and rental properties vying for the attention of this consumer. Our client came to us with a boutique hotel property that needed an identity that would help them to stand out from the clutter and attract their own unique set of travelers that would appreciate their unique features and location.

Strategy

This boutique hotel is “off the beaten path” from the traditional areas Miami tourists typically visit. It offers a unique location and a unique set of amenities that would appeal to a very particular target clientele. We dove deep to identify this consumer and came to define them as a “bleisure” traveler or digital nomad that is looking to experience the “realness” of a city. They want a place where they can live comfortably for more than just a long weekend and explore the authentic version of a city, like a local. Thus the identity of The Rover was built around visiting like an insider.

Concept
Rover: A person who spends their time wandering/traveling from place to place. The Rover was born from the innate explorer nature of our visitors. From their desire to really know a place vs. checking off from a “must-visit” list that every other tourist has seen.

Visually, we formulated the icon silhouette to represent our target. A true explorer looking to be “in the know” on what the true gems of a city really are. We brought the rover essence to life through a color palette that represented both freedom (blue) and warmth/earthiness (brown), also conveying the year round blue skies and warmth found in our great city.