Creative Director • Senior Art Director • Brand Designer
HQ HOTELS: AURA
A dialogue between mind and body.
Brand Strategy • Creative Direction • Visual Identity • Experience Design
Concept Project
Created in response to a creative director assessment, Aura is a conceptual brand direction for HQ Hotels built around the relationship between atmosphere, emotion and memory.
The challenge was to create a hospitality world that felt intelligent, effortless and unforgettable. More seductive than social. More sensory than performative. I developed the strategy, concept, identity and experience system around the idea that luxury is not simply something we see. It is something we feel.
The result is a flexible brand world that moves between physical spaces, digital experiences and intimate guest moments while remaining unmistakably HQ.
Agency
Campfire Branding
Team
Creative Director/ Designer: Jenna Shoop
Year
2026
Brand world & mood
The brand world balances intelligence with sensuality, using atmospheric color, editorial typography, tactile textures and intimate imagery to create a quiet sense of allure. Every element is designed to feel modern, sensory and emotionally charged without becoming overly decorative or performative.
The identity system brings structure and movement together through a fluid HQ monogram, expressive editorial typography and a flexible color palette. A minimal foundation of black, warm white and red is layered with aura-inspired gradients, allowing the brand to shift naturally across digital, print and environmental experiences.
