The Grasshopper Hostel Network
The main focus of my senior thesis was to imagine a business and create an appropriate identity system and branding campaign for it. I chose to create a youth hostel, The Grasshopper, that would fill the overwhelming gap in the American hostel market with locations in Austin, Boulder and Seattle that would provide an affordable, sustainable alternative to hotel stay.
I took this project through the entire branding process: I conceptualized the business, found its niche in the hostel market and did the market research prior to working on the visual identity. I also came up with the name and crafted the logo, expanding it into a full-fledged identity system that took various forms: a stationery system, key cards, environmental signage, and a fully conceptualized website. This book acts as a sort of brand standards book while also giving insight into the conceptual process.
Edit: After being approached by a number of business and marketing professionals, I've decided to take this past just a school assignment and craft a business plan to further realize the project. More details coming soon!