Aloft Hotels needed a fresh positioning in the hospitality market and within the Marriott portfolio. After being acquired by Marriott in 2010, Aloft found itself competing directly with its sister brand, Moxy Hotels. The challenge was to redefine Aloft’s strategy and visual identity, setting it apart with a distinct personality. The result? A bold, dynamic, and design-forward brand that embraces individuality and stands out in the crowded hotel landscape. Fun, expressive, and unapologetically different—Aloft’s new identity celebrates its commitment to being "different by design."

2023

Creative Direction
Art Direction
Visual Identity
Motion