MUSA: An Eclectic Morar
Roles: Brand Identity Design, Touchpoint Design
Deliverables: Brand Identity, Research, Brand Story, Touchpoints
Software: Adobe Illustrator, Adobe Photoshop, Adobe Indesign
MUSA was founded by a local hospitality group in Santa Fe led by Teri and Marissa - both Santa Fe Natives. Wanting their next venture to highlight what they hold dear about Santa Fe, they purchased an old preservation building to turn into a boutique hotel for travelers and locals alike.
Audience: 25-45 year old creative professionals + culture seekers
MUSA is a boutique hotel where lovers of art, nature and culture can come to envelope themselves in the arts-centered community that is Santa Fe. With rooms designed to highlight each corner of the eclectic capitol, guests are welcomed into what truly matters to the locals and supporters of this unique land.
MUSA translated from Spanish is Muse, chosen because Santa Fe itself acts as the perfect wide-spread inspiration source for artists and seekers alike. Morar translates to a short stay, giving its subtitle that same unique appeal to set it apart from other competitors.
Using the unique texture and shapes of the repurposed building as a basis for the branding of MUSA allowed for a customized experience all the way down to the word mark. The logo mark, used in replacement of the word mark, is an adobe-style house formed from the shape of the ‘S’ of Musa. This acts as a symbol of the hotel and the architecture surrounding. Along with the marks, a hand-rendered pattern, symbolic of the heavy tiling history of the region, is utilized throughout the hotel’s various touch-points.
