Project Overview
R-Co was engaged to develop a name, brand identity and positioning for this unique “urban cool” hotel experience on the beach in Bali.
The Ovolo Hotel Group is leading the way by creating beautiful spaces for guests to rest, play, indulge and be inspired.
Project Commissioner
Project Creator
Team
R-Co Brand
Richard Henderson - Creative Director
Michael Canturi - Design Director
Peter Nedanovski - Designer
Vicki Boerema – Copywriter
Ovolo Group
Girish Jhunjhnuwala - CEO
Tim Alpe - COO, Hong Kong & Indonesia
Mark Stanford – Gernal Manager, Director, Ovolo Hotels
Stephen Howard - Director of Marketing
Avni Jhunjhnuwala - Brand Manager
Project Brief
The project brief required a typographic solution which was conceived using a custom designed font to communicate the phonetic rhythm of the word MA-MA-KA. Very much like the consistency of the waves breaking onto the beach at Kuta. The design uses a repetitive angular form to create a distinctive graphic signature. The design structure of the letter forms has been extended into an alphabet and set of numbers, which then forms a visual language throughout the hotel.
Project Innovation/Need
To amplify the word MAMAKA, the graphic treatment is a unique blend of form and function to reflect the feeling of the name.
The graphic style then becomes a “heart beat” throughout the hotel providing the necessary information, expressed in a style that takes on an abstract expression.
The use of materials and their inclusion into the design system as a series of individual parts reflects the craftsmanship of Balinese culture.
Design Challenge
Creating the identity in our Melbourne office, with close liaison with our Hong Kong client, to then be delivered in a Bali environment requires collaboration and trust. The entire project will be produced by artisans in Bali and extensive discussions over zoom has enabled the project to be undertaken almost effortlessly.
Maintaining the quality control has been made easier by close up video imagery to enable the design team to ensure the detail was as best as it could be.
Zoom Technology has eliminated the frustration of language translation of design intent, enabling expectations to be aligned.
The technical sophistication of the signage and the precision required by local craftsmen was produced with close collaboration, raising the bar of design and construction quality.
Effectiveness
Because of the disciplined process of R-Co, the design development was accountable, enabling the creative opportunities to be explored within time and budget. Once the design of the MAMAKA visual language was confirmed, the way it has been integrated throughout the hotel becomes much easier for the client to see the potential of the graphic style and its impact on the customer experience.
The entire brand impression contributes to the human enjoyment, because there is pride and passion in the resolution of the design challenge.
Graphic Design - Identity and Branding
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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