Moxy
New Brand Development — a pitch mixtape (My role: Creative Director, Design Director) Moxy is a hotel concept resulting from a partnership between Ikea and Marriott. For our pitch development, we capitalized on the opportunity for MOXY to be the first YOLO hotel on a Millennial budget... and with a dash of attitude. In a design centric approach, we built meaning around the extraction of the “X” from our MOXY logo design - as in "X marks the spot." In this approach, we were also able to play up the attitude of the brand concept as well as provide a functional/ purposeful design element that could easily lend itself to a visual language, social media, travel/ destination theming, hidden surprises and overal brand voice. We tapped into social media and apps that have fueled the desire to go out, discover, share and keep going. Most traveles today feel that sharing travel activities in real time on social media has become as important as the travel adventure/ holiday experience itself. With Moxy, we set out to do exactly that — create a better, more relevant, travel experience.