As Art Director and Senior Designer at Cummins & Partners, I led the creative development and brand repositioning of YOTEL, a global hotel brand looking to unify its presence across international markets. The brand had previously lacked a clear positioning and cohesive visual direction, resulting in a fragmented experience across properties.

The brief was to rebrand and reposition YOTEL with a strong strategic foundation, developing a new brand strategy, visual identity, and tagline that could speak to a modern, fast-moving audience while scaling globally. We delivered a confident new brand platform led by the tagline Non-Stop, capturing the energy of today's always-on traveller. A dynamic blur effect and vibrant colour palette brought the brand to life, bold, youthful, and unmistakably YOTEL,  repositioning it as a seamless stop-drop-and-go destination for a new generation of global explorers.

From that platform, I produced a suite of campaign content bringing the identity to life: TV advertisements, dynamic hype films, roadshow videos, and custom kinetic animations with professional voice-overs, each designed to communicate YOTEL's unique energy and vision to a global audience.

2023
‍
Brand Strategy
Visual Identity
Art Direction
TV Advertisement
Kinetic Animation
Motion Design
Video