Graphic Design
Luxe Hotel Collection
Industry
Luxury Home
Year
2024
Client
Hotel Collection
Developed creative direction and visual assets for the launch of Luxe by Hotel Collection, a new sub-brand introducing premium bedding. The work focused on translating the brand’s luxury identity into a refined product experience, highlighting comfort, quality, and elevated living.
Overview
Luxe by Hotel Collection was introduced as a new sub-brand focused on premium bedding. The goal was to create a distinct visual identity that set the product apart from traditional competitors while maintaining the brand’s elevated feel.
The Challenge
The bedding space is saturated with predictable, polished visuals—typically centered around perfectly styled beds and minimal, neutral aesthetics. The challenge was to break away from this norm and create a campaign that felt fresh, engaging, and differentiated, while still aligning with a luxury brand.
The Approach
Working closely with the creative director, the direction focused on shifting away from traditional product presentation and instead targeting a younger, more modern audience. The concept introduced a more energetic and expressive visual style, using bold composition, movement, and an intentionally unstructured layout. This was paired with a standout headline—“Good in Bed”—designed to capture attention and create a memorable brand moment.
Execution
The campaign visuals were built around a mix of playful lifestyle imagery and product-focused compositions. Sheets were presented in a more dynamic, unorganized setting, featuring a young model interacting naturally with the product to create a sense of energy and relatability. The bold headline was integrated across assets to reinforce the campaign identity and ensure consistency across digital touchpoints.
The Outcome
The final campaign introduced Luxe as a fresh and modern extension of the Hotel Collection brand, successfully differentiating it from competitors in the space. The visuals helped position the product as both premium and culturally relevant, appealing to a younger demographic while maintaining a strong brand presence.
