As Art Director and Graphic Designer for a new, sustainable hotel concept, Archetype Hotel, Katie was in charge of creating the brand identity, visual system, and branded materials.

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About the Brand

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Archetype Hotel is a sustainable hotel located in the Flatiron District of Manhattan, New York. It falls in the mid-level price range, making it more accessible than most "green" hotels in the city. The brand personality can be described as sustainable, innovative, modern, and accommodating.

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Target Market

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Archetype Hotel is geared towards millennials and young families who are looking for a nice place to stay that lowers their impact on the environment. It also targets middle-class travelers who are willing to pay a little bit more money for sustainability, but they’re not looking for a high end or luxury hotel.

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Key Value Proposition

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For the same, if not better, quality service and amenities as those offered at a standard mid-price range hotel, Archetype Hotel goes above and beyond by ensuring that all avenues of the business are focused on reducing environmental footprint. The hotel's environmental practices and policies create an even more accommodating experience for guests, not the hassle that sustainability is sometimes perceived to be. As a result, the customer enjoys a memorable stay at Archetype Hotel and leaves feeling positively about their consumer choices.

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Logo & Visual System

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