Art direction, Design, Strategy, Production Coordination and Direction
The SpringHill Suites had established a brand-standard digital solution in their lobby, consisting of three screens surrounded by LED lights, with touch functionality providing some local and hotel information. After a few years, the design had gotten a bit stale and hotel staff were concerned with the low usage of the solution. Many guests passed by the screens without knowing that they could obtain information by interacting with them.
I led a brainstorming strategy session that subsequently led to the concept of a series of moving silhouette “shadows”, capturing the attention of passersby. Intermittently, one of the “shadows” stops to interact with the sign, essentially demonstrating the various use cases of the solution. I coordinated and directed the video shoot for the silhouettes, and led the full re-design of the touch screen as a whole. In addition, I presented new ways to leverage the brand’s art-focused content, and incorporate more social media for continued brand loyalty.