Burj Boutique
Goal
Branding for the tallest hotel in the world, Burj Boutique, located on the 112th floor of the Burj Khalifa Tower in Dubai.
Indigo Design Award 2020
Gold in branding category.
- Strategy
- Design
- Communication
- 3D Visualization
- Interior Design
Core target audience
- Solo travelers, couples, 33-45 years old
- People with an active lifestyle
- They travel and collect experiences
- Independent and ambitious
- They appreciate comfort and exclusivity
- They love to be first
Target audience
- Corporate guests
- Young ambitious people, 30-45 years old
- TOP management, company owners
- They organize away conferences, seminars
- They value their reputation
- They value the quality and uniqueness of services
Brand character
- Ambitious
- Exciting
- Independent
- Technological
- Stylish
Brand values
- Always be first
- Exclusivity (Instagram place)
- Exceptionable quality
- Elegance
- Comfort
Brand essence
- The tallest hotel in the world. An ambitious hotel in Burj Khalifa.
Brand positioning
The tallest hotel in the world, giving guests the feeling of their uniqueness like a streak of light under different conditions gives a unique character.
The logo is a symphony of dots that, when combined, form the silhouette of the Burj Khalifa tower. They symbolize an ambitious and modern personality
The corporate pattern consists of circles of different shades, which symbolize the diversity of human conditions. The pattern reflects the versatility and uniqueness of a person. The circle is divided in half that symbolizes the different sides of a personality and its conditions.
Corporate identity elements
The tallest hotel in the world, giving guests the feeling of their uniqueness like a streak of light under different conditions gives a unique character.
Sketches and idea search
Digitizing ideas. The work result of the design team.
Client
I would like to have a combined logo — sign and text.
Presentation and semantics of each idea
1
2
3
4
5
6
7
8
9
Customer proposed idea
Client
Really great job. Very impressed!
I like the concepts of options 2 and 5 the most. I like the use of B-B and mention of fountains. I think it’s a great co-branding, using the image of the tower in the logo. Do you think it could work and it makes sense to combine these options? Something like that?
Art director
We are very glad you like the options.
The logo should have 1 emotional point or 1 sign reflecting the brand essence. If there are 2 signs, then any viewer will get confused about what he/she should pay attention to. I highly recommend choosing one sign.
Client
Which one do you recommend? Our opinions are divided. There are a lot of options to choose from.
Art director
We recommend the first option with the semantics of technology. It fits well in brand positioning. The options you are paying attention to are more classical. We provided them as a search for ideas but we would not recommend using them since the tower itself is modern and technological.
Client
I understand and agree with your recommendation.
Option 1 it is! Let’s continue the work on developing a corporate identity. Also, could you preserve the continuity with the style of the Burj Khalifa tower? That would be a great co-branding for us.
Developing visual identity concepts on the basis of brand metaphor and presenting them to the client:
1
2
3
Designer
Preparing corporate identity options.
Client
I really like the third option. I like everything: corporate pattern, colors, and composition! Thank you for the great work!
Developing a visual brand identity design system
Introducing the developed system to all brand identity elements
