Routes | Spring 2025
Routes is a global hotel chain that operates in areas affected by over-tourism, with efforts to minimize its effects by focusing on reducing the tourism carbon footprint. The brand also aims to promote an authentic experience for travelers by celebrating the traditions and practices of the local communities. By determining the brand’s defining traits, audience, values and voice, I was able to create a design system. Through this system, Routes aims to evoke an inviting presence. The logo mark resembles a physical footprint with a path carved out in its negative space. With a color palette inspired by the architecture and landscape of Dubrovnik, Croatia, the hotel establishes itself into the heart of the Old City.
Full Web Prototype
Illustrator, InDesign, Figma