Marayong Hotel
Inclusive vision married with a renewed message.
Australian Hotel.
Project Scope
- Brand Identity
- Art Direction
- Collateral Design
- Merchandise Design
- Signage Design
The Opportunity –
In an industry laden with impressive competition all vying for consumer attention, The Marayong Hotel was in pursuit of elevating their offering by reconnecting with their audience. They were in the process of a thoughtful redesign, creating individual spaces within the macro environment that felt personal and aligned with a renewed brand identity.
Our Approach –
Our primary focus was to magnify the Marayong’s key pillars of inclusivity and community — we knew it was this family friendly dynamic that would keep people coming back to the hotel time and time again. With fresh and progressive branding that feels warm and inviting, we built out a framework that reflects the modernised aesthetic of the space, incorporates the site’s indigenous heritage and feels exciting, relevant, respectful and sparks curiosity.
Design Notes –
Diving deep into the Marayong brand, we uncovered a rich indigenous heritage that we immediately wanted to build into the branding and weave through the narrative in a thoughtful and proud way.
To embody the varied demographic The Marayong Hotel attracts, we crafted modulated typefaces with custom varied widths within each letterform. We incorporated serifs to promote a sense of authority backed by tradition, cementing The Marayong Hotel as a longstanding, trusted pillar in the community.
With a conversational tone aimed to engage new and existing communities and promote a welcomed warmth, a fresh era of the Marayong is in the air.
We bring familiarity to the identity with the brand marque, influenced by the Aboriginal word ‘Marriang’ which Marayong is derived from, meaning ‘emu’. The single line drawing of an emu was created to hero the brand’s heritage and represent the traditional owners of land.
“Creating a visible niche was paramount to this process. Being able to utilise The Marayong’s existing values and amplify the messaging through design, achieved that edge”
Sophie McNay – Creative Director, SM House
