Branding
BASK
BASK
Luxury brand identity and guest facing collateral for a design led, 5* resort, creating a refined, cohesive experience across every touchpoint.
Year :
2025
Industry :
Travel and Hospitality
Client :
BASK
Project Duration :
6 weeks
The Brief
5* hotel BASK needed a luxury brand system that truly reflected the quality of their resort. Their existing identity felt inconsistent and disconnected from the calm, design forward environment they had created. The brief was to capture the emotional essence of the guest journey - serenity, privacy, comfort, and exclusivity - while establishing clear brand rules to ensure consistency across all printed, digital, and future assets.
Because BASK is already well-established, I was asked to maintain the core logo.
My Role
I led the brand strategy, identity refinement, and brand system development. This included discovery and positioning, typography and colour palette selection, logo refinement, visual direction, brand guidelines, and the design of key guest facing collateral. My role was to create a cohesive, premium identity that could be applied seamlessly across the entire resort experience.
The Approach
I began with a discovery phase to understand Bask’s mission, vision, values, and guest expectations. The brand was designed to feel effortless, calm, and timeless. Nature inspired colours, refined typography, and clear visual rules created a system that balanced elegance with clarity, and ensured that the identity felt aligned with Bask’s architecture, environment, and design led hospitality experience.
The Outcome
BASK now has a seamless, sophisticated brand that mirrors the quality of their resort. A refined identity and clear brand system ensure consistency across every guest touchpoint, from in-room menus to signage and printed materials. The result is a luxury brand rooted in strategy, guest experience, and design integrity - which serves to strengthen BASK's reputation as a world class destination.
You can preview the BASK brand concept here.
More Projects
Branding
BASK
BASK
Luxury brand identity and guest facing collateral for a design led, 5* resort, creating a refined, cohesive experience across every touchpoint.
Year :
2025
Industry :
Travel and Hospitality
Client :
BASK
Project Duration :
6 weeks
The Brief
5* hotel BASK needed a luxury brand system that truly reflected the quality of their resort. Their existing identity felt inconsistent and disconnected from the calm, design forward environment they had created. The brief was to capture the emotional essence of the guest journey - serenity, privacy, comfort, and exclusivity - while establishing clear brand rules to ensure consistency across all printed, digital, and future assets.
Because BASK is already well-established, I was asked to maintain the core logo.
My Role
I led the brand strategy, identity refinement, and brand system development. This included discovery and positioning, typography and colour palette selection, logo refinement, visual direction, brand guidelines, and the design of key guest facing collateral. My role was to create a cohesive, premium identity that could be applied seamlessly across the entire resort experience.
The Approach
I began with a discovery phase to understand Bask’s mission, vision, values, and guest expectations. The brand was designed to feel effortless, calm, and timeless. Nature inspired colours, refined typography, and clear visual rules created a system that balanced elegance with clarity, and ensured that the identity felt aligned with Bask’s architecture, environment, and design led hospitality experience.
The Outcome
BASK now has a seamless, sophisticated brand that mirrors the quality of their resort. A refined identity and clear brand system ensure consistency across every guest touchpoint, from in-room menus to signage and printed materials. The result is a luxury brand rooted in strategy, guest experience, and design integrity - which serves to strengthen BASK's reputation as a world class destination.
You can preview the BASK brand concept here.
More Projects
Branding
BASK
BASK
Luxury brand identity and guest facing collateral for a design led, 5* resort, creating a refined, cohesive experience across every touchpoint.
Year :
2025
Industry :
Travel and Hospitality
Client :
BASK
Project Duration :
6 weeks
The Brief
5* hotel BASK needed a luxury brand system that truly reflected the quality of their resort. Their existing identity felt inconsistent and disconnected from the calm, design forward environment they had created. The brief was to capture the emotional essence of the guest journey - serenity, privacy, comfort, and exclusivity - while establishing clear brand rules to ensure consistency across all printed, digital, and future assets.
Because BASK is already well-established, I was asked to maintain the core logo.
My Role
I led the brand strategy, identity refinement, and brand system development. This included discovery and positioning, typography and colour palette selection, logo refinement, visual direction, brand guidelines, and the design of key guest facing collateral. My role was to create a cohesive, premium identity that could be applied seamlessly across the entire resort experience.
The Approach
I began with a discovery phase to understand Bask’s mission, vision, values, and guest expectations. The brand was designed to feel effortless, calm, and timeless. Nature inspired colours, refined typography, and clear visual rules created a system that balanced elegance with clarity, and ensured that the identity felt aligned with Bask’s architecture, environment, and design led hospitality experience.
The Outcome
BASK now has a seamless, sophisticated brand that mirrors the quality of their resort. A refined identity and clear brand system ensure consistency across every guest touchpoint, from in-room menus to signage and printed materials. The result is a luxury brand rooted in strategy, guest experience, and design integrity - which serves to strengthen BASK's reputation as a world class destination.
You can preview the BASK brand concept here.