Modernizing a Desolate space into a Popular Hotel
Client SOF hotel
Industry Hotel & Accommodation, Lifestyle, Art & Culture / Taichung, Taiwan
Scope Brand Identity, Brand Experience Design, Website Design
The Challenge
創造與酒店建築藝術密切關聯的品牌識別系統和品牌體驗
To create a brand identity system and experience that is closely in-line with the artistry of the hotel remodeling by Fearon Hay Architects, based in Auckland, New Zealand.
SOF hotel 那堪比藝術的建築，是由紐西蘭建築機構 Fearon Hay Architects 所改造，佇立於台灣台中市區，就像一份醒目而大膽的建築宣言。然而，原先的酒店品牌識別卻缺乏特色和個性。
我們認為，品牌設計必須與建築相互契合，讓每一位與酒店互動的人留下深刻印象，另一方面，SOF hotel 需要一份能在現代與質樸感之間取得適當平衡的品牌識別。因此，其品牌識別、品牌標誌的設計靈感，皆來自建築質樸、原始的材料和質感。
The typical hotel brand identity lacks character and personality. SOF hotel, on the other hand, requires a brand identity that is striking the right balance between modern and rustic qualities. SOF hotel is a bold architectural statement piece in the city of Taichung, and its branding needs to accentuate the building in ways that leave a strong impression in everyone that interacts with the brand. Hence, the logo and the corresponding brand identity are inspired by the rustic texture and materiality of the architecture.
Raw Industrial Architecture for the Cultured Maverick
數位體驗也需要回歸品牌本質，因此網站的整體設計反映品牌的粗曠而細膩、原始且質樸。而使用者體驗和介面設計並非如同表面看起來的「原始」，其實背後有著深思熟慮的組合搭配，以提供巧妙的、符合使用習慣的、自然的使用體驗。
The digital experience also needs to reflect the true nature of the hotel experience. The general feel of the website is raw and rustic, but thoughtful user experience and interface design are carefully considered to provide more finesse and sophistication without the hassle.
品牌空間設計特意避免過度裝飾和無關緊要的擺飾品，以突出品牌旨在提倡的簡約生活。此外，活動宣傳設計如建築攝影工作坊海報，也是一項值得關注的接觸點，能作為品牌體驗的延伸。
The interior space is deliberately free of ornaments and irrelevant decor to highlight the minimalistic lifestyle the brand intends to promote. Additionally, event posters such as this Architecture Photography Workshop were also created as an extension to the overall brand experience.
