Objective: to develop all-inclusive branding for a boutique hotel located in London, near a city center and St. Katharine's docs.
Inspiration: for this project we took inspiration from unpredictable water formations and stunning art that's created by nature itself, that exists only in the moment and cannot be replicated exactly. With this key visual we wanted to pay tribute to Britain being the naval-power.
Fascinated by the imagery, we proceeded to imagining the not-so-common ways we could transform this idea into graphics to create a flexible visual identity that would fit the niche.
Creative approach: after some brainstorming we've found that the nature of the water formations that we were inspired by reminded us of an art technique called fluid art. Fluid art is a form of painting with acrylic paints combined with professional medium, water, oil and different tools to create hypnotic paintings. The beauty of this technique is that one cannot fully predict the outcome of a painting since chemistry and physics are the primary factors in what the result will look like. And of course the painting cannot be replicated since recreating the same formula and conditions is technically impossible. We've researched a topic thoroughly, chose a color palette and proceeded to creating fluid pattern that would later turn into a brand's imagery.
