BackgroundPart of my master’s exploration on branding for future technologies, this speculative design project considered just how far a cohesive, well-crafted strategy, identity, and narrative can carry a hotel brand when human interaction—an essential aspect of hospitality—is removed. 

The ChallengeCraft an identity for the world’s first fully automated luxury hotel—set to open its doors in 2031 on the grounds of the original Coco Palms Resort in Hawaii. Due to its highly technological nature, and the land’s controversial history, the new brand identity should establish credibility, trust, and a sense of security among guests.

The SolutionCoco Palms’ revival blends mid-century glamour and Hawaiian heritage with contemporary luxury and future technology. Departing from typical AI tropes, the design embraces nostalgia through an island-inspired palette, hand-drawn elements, and signature cabana stripes, evoking warmth and optimism. Clean fonts enhance sophistication while maintaining an inviting feel. The brand builds trust through storytelling, drawing on the legacy of the original Coco Palms and traditional luxury resort branding.