These design-forward, tech-savvy spaces are built to create a home, wherever you happen to be. The apartments are dedicated to the individual, offering a layered and warm living experience.
A brand positioning was based around catering to the needs of the creative traveler’s and workers who seek the comforts of home while exploring new destinations. With locations around the world the identity reflected the unique character of each location through copy, colour and local imagery.
To inject an ‘Ace Hotel’ creative spirit into the flexible yet strong typographic identity, Caramel created a series of resident characters that could reflect the unique personalities of guests and locations.
The flexibility within the identity layout system and grid creates a multitude of expressions and permutations for the identity to express across the variety of physical brand customer touchpoints.