The OOUT
Project Name: THE OOUT Boutique Hotel
Location: Alice Springs, Australia
Concept: A luxury boutique property that harmoniously blends the raw beauty of the Australian outback with warm, contemporary elegance.
Brand Vision: To establish a brand that embodies luxury, authenticity and the unique charm of the Australian outback, while reflecting an experience rooted in place and culture.
Scope
Strategy
Naming
Brand Identity
Brand Concept
Print Collaterals
Social Media
Website
Merchandising
Art Direction
Who is the OOUT?
OOUT (pronounced “out”) personifies the spirit of rugged exploration and contemporary design.
This hotel concept envisioned a seamless blend of comforts and elegance, seamlessly complementing natural beauty, with an immersive outback adventure balanced with a five-star luxury hotel experience.
Targeting luxury travellers, adventure enthusiasts, couples and international tourists, OOUT aimed to offer an experience steeped in authentic Australian charm.
Our Process
Our challenge was to breathe life into this luxury boutique hotel, spa and restaurant concept, capturing the warm, ruggedness of Australian palettes, complemented by the essence of a luxury experience. The OOUT project stretched the entire brand experience, from brand name and identity, to marketing assets and web design, while grounding the hotel's unique visual aesthetic with AI technology – Midjourney.
The goal was to establish an end-to-end brand experience that would immerse guests into an elevated Australian outback adventure while crafting a truly immersive brand story.
A Rugged Luxury Brand Experience
We embraced the raw beauty of colour and layered textures to create a warm and sandy colour palette, reflecting the brand's outback roots and deep connection to nature. We found aesthetic balance between soft femininity and hard, masculine lines. Warm colour palettes and clean, modern decor.
This duality played throughout the entire identity, capturing the OOUT essence with design that's both inviting and sophisticated. A condensed serif font added a touch of sophistication and tradition, while a bold modern sans-serif brought a contemporary edge.
Leaning into industrial textures, warm palettes and rugged, earthy elements, we created a cohesive brand experience, from marketing to merchandising, that embodies modern luxury.
