AMAIA • Brand Identity for Boutique Hotel

Role: Brand designer, working directly with hotel owner to create a visual identity for a boutique hotel in Phuket.

Challenge: The area is famous for its fight training camps, but most accommodation is basic and bare-bones. This hotel was aiming for something different. The goal was to make it a place for fighters to rest, recover, and maintain their training routine.

Outcome: I combined natural textures and colours inspired by the local landscape with tasteful nods to impactful moments in fight culture history. The result is a visual identity that feels raw yet calming, creating a space that is both steeped in tradition and welcoming to guests in this one-of-a-kind training destination.

Though we ultimately went with a simple, timeless direction, the client asked for some logo concepts based on alternate name ideas during the design process. I explored each one so they could see how different names might look and feel within the brand.