Aqueen Hotels aims to be the market leader in value accommodation for Singapore and the Asia Pacific
![branding print Hospitality Signage](https://mir-s3-cdn-cf.behance.net/project_modules/disp/f289eb196884743.66277e3e18ff7.jpeg)
![branding print Hospitality Signage](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/35acac196884743.66277e3e198dd.jpeg)
The brand visual identity includes a star-inspired icon of five feathers. This is a symbol of hospitality.
![branding print Hospitality Signage](https://mir-s3-cdn-cf.behance.net/project_modules/1400/9e866d196884743.66277e3e19fa6.jpeg)
Following a brand audit, a strategy report was articulated, along with the brand architecture and naming system.
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A secondary graphics scheme was assembled, comprising motifs inspired by the star and feather graphics and colour scheme of purple and orange.
![branding print Hospitality Signage](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/61f6cf196884743.66277f657af89.png)
The brand identity is expressed on a selection of marketing collateral and in-room items, communicating a visually cohesive stay experience.
![branding print Hospitality Signage](https://mir-s3-cdn-cf.behance.net/project_modules/1400/82718a196884743.66277f657a596.jpeg)
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/0e4710196884743.66277f6412739.jpeg)
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![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/674c4d196884743.66277f6412c6e.jpeg)
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Immortal also designed the identification signage for the Aqueen properties.
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/849906196884743.66277f64dcc44.jpeg)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/004e72196884743.66277f64dc7e7.jpeg)