SP—069 / Hospitality & stays · Packaging direction
SIDE STREET
A creative direction for a neighbourhood-focused city stay.
Concept projectAn independent creative concept for a fictional brand, not commissioned client work.
The hypothetical brief
Develop SIDE STREET, a fictional concept for a neighbourhood-focused city stay. Room descriptions alone rarely communicate what it feels like to stay somewhere. The assignment is to make the proposition distinctive across a campaign poster, a social composition, a motion storyboard and a contextual application.
Who it’s for
Travellers choosing a place for its atmosphere, location and sense of welcome.
The strategic idea
“STAY CLOSE TO THE GOOD STUFF.” is the central creative thought. Explore how a graphic signature travels from a large campaign canvas to the smaller scale of a branded object. Build the story around a distinctive guest moment, then connect that feeling to clear room and booking information.
The creative direction
An original arch-inspired graphic, assertive typography and a #FFC700 colour field create the visual language for SIDE STREET. The four compositions change scale, pacing and framing while retaining the same signature.
This exploration demonstrates creative thinking and craft. It has not run as a live campaign, so no commercial results are claimed.
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