Naumi Group of Hotels
Naumi Hotels – Brand Graphics & Guest Experience
Naumi is a boutique hotel brand celebrated for its playful, feminine charm. I led the creative direction for their in-hotel visual system, evolving the Urban Garden motif into a flexible, expressive design language—maintaining the Urban Garden theme for exteriors and introducing a more feminine visual tone for room interiors. The refreshed art direction brought out a cheekier, more cohesive personality across guest-facing assets—from turndown cards and postcards to wall posters and branded touchpoints—creating a memorable and artfully curated experience at their Singapore and Auckland properties.
Services
Art Direction
Visual Narrative & Concept Breakdown
The Naumi brand is rooted in personality—playful, feminine, and confidently cheeky. The design direction I crafted brings this spirit to life through a bold, illustrative narrative that reimagines everyday guest touchpoints as part of an artistic experience.
Inspired by pop art aesthetics and editorial fashion illustration, the visuals use halftone textures, bold red accents, and hand-drawn line work to strike a balance between elegance and edge. Recurring motifs like lips, masks, braids, and feminine silhouettes evoke themes of mystery, intimacy, and self-expression, transforming the hotel space into a stage where Naumi "speaks" directly to her guests.
Phrases like "Naumi says…", "only for you", and "follow me" add a personal and interactive tone, reinforcing the brand's distinct voice. Whether it's a turndown card, wall poster, or room insert, each design element is crafted to feel like a secret passed between friends—stylish, surprising, and full of character.
The exterior visuals retain the Urban Garden identity, while the interiors lean into a more expressive, feminine twist, creating a layered visual journey that feels coherent yet delightfully unexpected. This approach ensures Naumi’s brand identity is not only visually cohesive but also emotionally resonant—leaving a lasting impression with every stay.
