FLATWATER Hostel and Bar
This project tackles the challenges of branding and marketing for a youth hostel that is found in the Heartland; specifically, Omaha, Nebraska. With placing the hostel in middle America, the design must tell a story of the location while also convincing potential young travelers that this is a fun and hip place to stay.
The branding and marketing for FLATWATER Hostel and Bar fulfill those requirements by being young and playful in design while taking cues from traditional design elements. Celebrating both travel and the state of Nebraska, FLATWATER uses carefully constructed design to immerse its guests in the experience of being a traveler on the prairies. The design of FLATWATER is seen in every element of the hostel from the digital and print aspects to the interior design of the hostel itself, creating a whole and complete experience.
Target Audience
In today’s world, travel is more accessible than it has ever been with people using all forms of transportation to see the world. Youth travel has become one of the most important segments in international and domestic tourism with young people making up over 25% of the estimated one billion international travelers. Though young people are cash poor, they are rich in time and are taking advantage of that opportunity of time to travel. One accommodation that is attractive to youth is a hostel due to the affordable cost and social atmosphere.
The target audience for the FLATWATER Hostel and Bar ranges from the ages of 18-35. Being located in the Midwest, which doesn't receive as much international travel compared to other parts of the U.S., the market will chiefly come from domestic tourism. The biggest event bringing revenue and the need for accommodations to the Omaha area is the annual NCAA College World Series, with thousands of sports fans and students visiting the area from their respective colleges and cities represented in the tournament. Additionally, concerts, NCAA Final Four tournaments, Olympic Qualifier Competitions, and numerous other local events attract tourists to the Omaha area, as well as being a perfect resting point for coast to coast travel.
Audience Profiles
Christine Dell'Amore
Christine joined the ranks as one of the few to visit all 50 states. Now, she is a travel and enviromental writer for magazines like National Geographic and Washington Post. She believes that no state is a "flyover state."
Drew Binksy
Drew is an Arizona native who has made a career traveling the world with his travel blog and writing for the Huffington Post. He seeks adventure and seeing the world being that part of the young population who would rather roam than stay settled.
Deidre Mathis
Deidre traveled the world and most of the United States while on a budget. An advid hostel lover, she opened up her own hostel in Houston, TX and promotes all young people to see as much of the world as you can, even if it is just the United States.
Design Elements and Process
LOGO
The main logo is based on the typography and art found during the turn of the century, which is when the city of Omaha began to boom. The flowing waves of the type and lines above the main title represent the Platte River, which is where Nebraska, a Native American word meaning “flat water,” and the hostel get their names. The circular shape that envelopes the entire logo represents constant travel and adventure.
COLORS
The colors are based on hues of the Great Plains with yellow representing wheat, corn, and prairie grass and the blue representing the rivers and open sky. These colors of yellow and blue would have also been used in the Industrial Era in America at the turn of the century.
TYPEFACES
The primary font for all design elements is ClearFace Gothic LT Std; this is to be used on headlines and titles. The secondary font is Avenir which is used for body copy.
TEXTURES AND MOTIFS
One motif that is used throughout the design is the wave lines that represent the river and is used in all print and digital material, as well as in the interior design. Another motif is the crosshatch that simulates the illustrative style of the early 1900s, keeping the images representative of the style used at the turn of the century.
Solution
CONCLUSION
“FLATWATER Hostel and Bar provides a social atmosphere for young travelers to retell adventures, make new memories, and part ways as good friends"
The objective of this senior project was to create an all-encompassing visual system that touched every aspect of a youth hostel. FLATWATER Hostel and Bar is a service industry company that provides a social atmosphere for young travelers to retell adventures, make new memories, and part ways as good friends. The main focus of the design is to celebrate what Nebraska has to offer while maintaining a simple, contemporary, and playful ambiance.
The overall outcome of the branding system is successful by being a comprehensive design that is seen in every aspect of the hostel from the digital elements and the print material, to the interior design of the entire hostel.