Jessica Haas's profile

'Alohilani Resort Waikiki Beach

'Alohilani Resort Waikiki Beach - Branding & Advertising Campaign

When the owners of the Pacific Beach Hotel decided it was time to wake up the 1960's Waikiki landmark, the property was recreated as ‘Alohilani Resort. The new name proudly honors the last reigning monarch of the Hawaiian Kingdom, Queen Lili’uokalani. 
Brand Positioning

‘Alohilani would represent something far different from the predictable big box hotel brands. We wanted ‘Alohilani to stand apart. Fresh, Seductive, and Local were our watchwords. So everything — from the names of hotel venues to signage to door hangers to menus — had to deliver a fresh vision for what a lively new Waikiki hotel could be.
Jessica's Role

As the lead art director for this account, Jessica worked over a year executing logo designs, advertising concepts, and hotel collateral. She collaborated with vendors and hotel staff to help manage and maintain a consistent look and spirit throughout the hotel brand. ​​​​​​​
Project Scope

Identity Development / Logo Designs / Brand Guidelines / Collateral Design / Advertising / Website Concept

Team: AgencySacks / Creative Director: Lynn Kokorsky,  Architect & Renderings: Rockwell Group,  Management: Highgate
Queen Lili’uokalani's spirit is infused into the resort, which shares the same privileged location as her beachside home Ke’alohilani, meaning the royal brightness. The logo's mark is a sun or sundial inspired by the translation of the hotel's new name 'Alohilani, meaning "heavenly light."
Advertising Campaign
​​​​​​​An experiential metaphor for life at 'Alohilani Resort, the modern-day Queen embodies the ocean, the hotel's oceanarium, and the sunset.
'Alohilani Resort Waikiki Beach


'Alohilani Resort Waikiki Beach