I was presented with the unique challenge of developing a comprehensive brand system for a hotel located within a randomly assigned state: New Mexico. Selecting Roswell as the ideal location, I capitalized on the town's iconic association with the 1947 UFO incident, a pivotal event that has profoundly shaped the town's identity. While Roswell is renowned for its playful, alien-themed tourism, I sought to establish a distinct and elevated guest experience. The "Zenith" hotel, conceived as a sanctuary of tranquility and sophistication, offers a refreshing counterpoint to the town's more kitschy offerings.

Drawing inspiration from the celestial wonders that grace the night sky, Zenith's brand identity emphasizes a sense of serenity and understated elegance. To complement the hotel experience, the "Black Hole Coffee Company," a stylish and inviting coffee shop accessible to both hotel guests and the general public, offers a unique destination for relaxation and rejuvenation. The name "Black Hole," a nod to the enigmatic phenomena of space, further reinforces the brand's connection to the celestial theme. This project provided a valuable opportunity to explore the development of a cohesive brand system, considering the unique cultural and historical context of a specific location.