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.
The project went through the entire branding process, from conceptualizing the business to finding its niche and doing market research, to naming it, to creating the identity. From there, the identity system was established in various forms: a stationery system, key cards, environmental signage, and a fully conceptualized website.
This book acts as a sort of brand book while also giving insight into the conceptual process.
