Chloe is a graphic and (sometimes) type designer living in Brooklyn, NYC. She values curiosity, sincerity, and a good sense of humor. She believes that good design is always artful and often weird. She is the proud mom of a lucky black cat. /ᐠ｡ꞈ｡ᐟ\
Send mail to:
chloefarlow(at)gmail.com
Engine
Identity
Campaign
Digital
Produced at Franklyn
Creative Director: Michael Freimuth + Jelle Marechal
Senior Designer: Andrew Peters
With an expanded offering and an infusion of growth capital, Hotel Engine was ready to turbocharge its brand.
Hotel Engine was founded in 2015 to provide lodging to mid-market and small businesses that wanted to avoid the complexities and high costs of enterprise travel services. Expanding its offering to address all aspects of business travel, the company sought a bold new brand worthy of its recent $2.1B valuation.
The process began with a naming exercise that ultimately landed on the simplest solution: lose the Hotel. We then built a dynamic brand rooted in the digital world. Working closely with their in-house product team, we developed a visual toolkit that is simple, modern, and ensures that marketing materials and the platform’s interface would work in sync. From UI elements that tell the brand story to a distinctive illustration style that’s replicable with common AI tools, there’s no doubt that this Engine is technologically advanced and user-friendly.
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