WANDERLUST

HOTEL BRANDING CAMPAIGN

︎ADVERTISING
︎ART DIRECTION
︎COPYWRITING

Project Brief

Second-year university project to develop a premium hotel brand and promotional campaign for 25-35 year olds seeking escape from city life. The core challenge: visually communicate the experience and emotions of a service before its launch.

Creative Approach

Rather than a traditional fixed-location hotel, Wanderlust is a seasonal pop-up concept—changing locations throughout the year while offering truly all-inclusive packages covering transport, accommodation, and food in a single fee. Each stay is themed to its location: a medieval castle one season, a woodland cabin the next.

The visual identity draws from Romanticism, particularly the work of Caspar David Friedrich, whose allegorical landscapes depict solitary figures against vast natural backdrops—evoking introspection, escape, and the sublime. These painterly references were translated into modern, vectorised graphics for scalability while retaining their emotional depth.

Deliverables

Young professionals earning £30-50k, working corporate jobs, experiencing repetitive routines and long commutes. People willing to invest in occasional luxuries who value experiences over possessions—seeking peaceful escapes without the hassle of complex trip planning.

Key Messaging

• "Rest Your Eyes / Away from the Mundane" – Addressing screen fatigue and the need for visual and mental rest
• "Wish You Were Here / Take a Break / Choose Wanderlust" – Tapping into travel nostalgia with a clear call to action

Deliverables

• Brand Identity – Logo, typography, colour palette, brand guidelines
• Campaign Materials – Billboard designs, posters, promotional assets
• Environmental Branding – Merchandise, signage concepts
• Art Direction – Romanticism-inspired visual language with modern execution

Tools

Adobe Illustrator, Photoshop, InDesign

Outcome

A cohesive luxury brand identity that sells an emotion—wanderlust itself—rather than a physical location, positioning the service as a curated escape for burnt-out professionals seeking adventure without compromise.