The Rover Hotel

Miami is experiencing a travel boom with hundreds of hotel and rental properties vying for the attention of this consumer. Our client came to us with a boutique hotel property that needed a name and identity that would help them to stand out from the clutter and attract their own unique set of travelers who would appreciate their unique features and location. The Rover name is based on the innate explorer nature of our visitors. From their desire to really know a place vs. checking off from a “must-visit” list that every other tourist has seen. The Rover evokes a sense of wanderlust and discovery that is core to the adventurous spirit of the hotel’s target consumer.
The visual representation of our explorer in the logo is nondescript and inclusive so it could include any gender, race or age group. The symbol reflects several things that are relevant to our target: (1) a traveler in motion conveyed through design lines that suggest movement, (2) a drawing compass, used by explorers and travelers to make markings on a map, and (3) the figure was created with a free, hand-brushed style of the letter “R” to represent the free spirit of our explorers.
The Rover logo is composed of two “R”s facing in opposite directions, highlighting a powerful metaphor for The Rover’s core audience, representing the ability to travel and explore in all directions, aligning with our traveler’s mentality and their desire for freedom in travel and not being bound by the typical tourist destinations.
The colors represent freedom (blue) and warmth/earthiness (brown), evoking the freedom of spirit and exploration that is innate to our traveler as well as the idea of The Rover providing a home away from home. They also convey the year-round blue skies and warmth found in this great city, allowing our rovers year-round access to wander and explore.
The end result was an eclectic and contemporary brand world that represents our Rover in color and form and comes to life at each touchpoint along the consumer journey from awareness, to reservation, to the hotel stay.