Alice Lorant is a Japanese-American Graphic Designer based in NYC with roots in Tokyo, Japan. With professional experience working at Le Studio Anthost, Alice has honed a versatile skill set, specializing in editorial content, branding, digital experiences, motion graphics, packaging, and photography. Passionate about blending creativity and functionality, Alice strives to bring a unique perspective to every project, combining artistic vision with practical design solutions.
P001 illumination (bed and breakfast)
Association: Branding
Year: 2025
# Members: 1 (solo project)
Illumination is a charming but run-down bed and breakfast located in a modest brownstone in Downtown Brooklyn. Despite its popularity, the establishment lacks a clear brand identity and is rated as a 2- to 3-star hotel on Google. This branding project aims to establish a strong, cohesive identity and enhance the image of this well-loved bed and breakfast.“ Lovely and warm... A bit oudated”
“The house was built in 1931. All of our guests appreciate the original architectural design being intact...”
I was curious about how design and proper branding could influence as well as transform how people can experience a particular environment. Enhancing the visuals of a place with history posed a challenge, one I was eager to explore. This project was especially meaningful to me, as my mother’s previous profession was in hotel management. I wanted to combine her professional knowledge with my own interest in design to understand how aesthetics can positively influence guest experiences.
Researching what type of design would positively influence the characteristics of “Illumination” was significant to do before starting to create. Going through multiple reviews online and reviewing photos of the interior, I recognized a lack of unity and branding of the place so I decided to start there.
While Illumination retains antique furniture and preserves the historic features of a typical Brooklyn brownstone, my research revealed that old and outdated design can create a regressive and disengaging environment for guests. With this in mind, I aimed to design the new branding as a tribute to the history, while ensuring it remained fresh and inviting rather than overly traditional or stuffy.
The main identifier for the brand identity and logo is the lamp post, inspired by those found on the streets of New York. Instead of opting for a fully modern design, the logo embraces the distinct, rustic aesthetic of Brooklyn. The font choice and color palette, however, strike a balance by conveying approachability and freshness, without leaning too heavily into a contemporary style.
Key Takeaways: I believe the branding and brand identity were successfully executed, showing consistency in design. However, there’s room to enhance the branding by incorporating interactive elements and a stronger focus on user experience. For example, an interactive digital brochure or a website that not only highlights the building's history but also presents it in a fresh, modern way could offer a more engaging experience for visitors. Given that most guests now gather information about hotels online, prioritizing ease of navigation and accessibility can significantly improve the overall guest experience.