The brief was to design the image of the new Alma Barcelona hotel. The image had to confer a strong identity in the hotel’s communication without using the logo as the main element, as all Alma hotel logos are derivations of the neutral Helvetica company logo. The target audience was high class and exclusive, consisting of guests, hotel staff and collaborators.
All the communication energy was put on the extensive and demanding stationery. The garden was to be the key space of the hotel, so the plants and trees found in the garden—platanus, lavender, bamboos, lilies, olive trees, ficus and elms—were illustrated into the stationery. Printed subtly with three inks on matt ivory paper, the result was delicate stationery, which added to the experience of the stay, enriched the value of the garden and complemented rather than competed with the logo identity of the hotel.