Autograph Collection Branding
The Autograph Collection is an ensemble of independent hotels affiliated to Marriot International hand-picked for its quality, bold originality and uncommon details. Working with Marc n Chantal Designs, Straight was given the brief to come up with a name for one of Autograph’s latest project in Qufu, China - the hometown of Confucius.
The hotel is housed in an ancient Confucius school right next to the Confucius Temple. The challenge is to create a name that could retain the site’s scholarly grace and poetry while transcending a sense of modernity. Straight came up with a series of Chinese and matching English options that is original, clean, easy to remember, and hard to forget.
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