BACKGROUND
St Giles Hotel Group was founded in London, England and the group manages well located, independently run local hotels worldwide. St Giles Hotels appeal to smart consumers that want both value and great hotel experience whether it is business or leisure purposes. The hotels are defined in three categories of Luxury, Premier, and Classic, and they are located in global cities such as New York, Sydney, Kuala Lumpur, and Metro Manila.
MY ROLE
As the main art director on the campaign, I worked closely with a creative director, strategist, and a copy writer to create a branded print and multimedia campaign for the grand opening of their luxury hotel, The Tuscany, which is located at the heart of Manhattan. To raise awareness, gain new consumers, and to have existing consumers to revisit, we needed to come up with a very branded look and tone for this new campaign. Being in charge of the visual aspect of the campaign, I came up with the idea of a trianglular outline throughout all media so that St Giles can really own the triangle shape of their logo.
Work done in MOUTH NY
Art direction, graphic design, branding, logo design, typography
The triangular outline that was inspired from their logo was laid out on top of beautifully shot aerial views of New York (photo credit to St Giles Hotels) with bold white knock-out Headlines and the flattened version of the logo inside.
Post wrapper
Post wrapper version was also created to be wrapped around The New York Post and to be distributed at newspaper stands throughout New York on July 30th, the grand opening day for The Tuscany.
Logo
Flattened versions of the 3D logo were newly created for the post wrappers and other print media.
Website takeover
The website was taken over with the campaign image for the grand opening of The Tuscany.
