by Hunter Zhu
Graphic and media design
This project was for the branding of the new Le Joy hotel which is part of the chain of Joy City Property Ltd., a subsidiary of COFCO Group. The positioning strategy of this brand revolves around entry-level luxury, with an intended audience between 27 to 40 years old of any gender.
The first stage of our brand development proposed two directions for the hotel’s concept. The first was “clock” in which the idea was to help guests enjoy every second of their stay. The “clock” concept would utilize the circular shape a clock as a key visual element and graphic pattern. The second was “door” which would highlight a rotated trapezoid shape to symbolize an inviting opened door to a new world.
The client decided to pursue the “clock” concept. My belief is that the circular shape could easily be translated into graphics for any application, layout, and pattern. The design can also be implemented to contain information.
Meanwhile, the color scheme would incorporate a combination of blue, green, and gray. These hues promote a sense of calmness and tranquility, while remaining attractive to youths. While Le Joy would mainly target middle-aged customers, we wanted the brand strategy to be sufficiently serious and sophisticated but also fun-loving and young-at-heart.
At times, when I felt exhausted with the workload, I’d ask myself, “What is this all about? What is the point?” This project helped me refocus by showing me the meaning behind my efforts. I imagined myself visiting the hotel in the future and seeing how my designs are applied in the real world. That prospect gave me perspective and feelings of deep satisfaction, knowing that my job is to ultimately bring joy by enhancing the lives and experiences of real people.