One of the Hyatt portfolio’s newest luxury/lifestyle brands, Alila, tasked RO NEW YORK with a full brand evolution. After comprehensive stakeholder interviews, we isolated key and seemingly contradictory value propositions of serenity and discovery—the perfect balance for the post-COVID traveler—while paying special attention to the brand’s powerful architecture and demonstrated sustainable philosophy. From there, we translated this ownable brand story into a striking, contemporary visual identity.

We applied Alila’s new brand identity to the considerable amount of collateral a hotel requires. We established a color palette, typographic system, and photography style to illustrate the brand’s minimalist sensibility (which maximizes the brand’s remarkable, “untouched” landscapes), as well as a subtle and easily scalable iconographic system to differentiate between resort and urban locations.