Aluma
Contributors
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Strategy & Content: Sharon Guesthalter
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Photography: Noam Ekhaus, Daniel Madmoni
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Web Development: Zamingo
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Design Team: B/T studio
Created as part of my work at Basman-Tenenbaum studio as a brand and web designer.
skills
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Visual identity design
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Marketing collateral design (brochures, ads, social assets)
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Website and landing page design
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Guest experience-focused messaging
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Cross-functional teamwork (marketing, vendors, external studios)
Development of the brand strategy and visual identity for Aluma Hotels, a hospitality chain aiming to elevate its guest experience across properties. The project included defining the brand positioning, visual language, and tone of voice across marketing materials and digital touchpoints.
Since Aluma Hotels blends modern luxury with warm, approachable hospitality, the branding aimed to convey both sophistication and comfort. This duality informed the choice of a clean, contemporary design system paired with subtle, inviting textures and color palettes.
Collaboration with the marketing team and external vendors led to a cohesive visual identity and marketing assets that reflect the brand’s personality across all guest-facing experiences.
Hospitality
as a way of light
The logo is inspired by the shifting motion of light, whose changing angles create unique forms and tones throughout the day. Aluma reflects this ever-present warmth and diversity, symbolizing a welcoming experience for all guests.
The visual language evolves this idea through kaleidoscopic light patterns, producing colorful geometric forms. This flexible system allows each hotel to have its own distinct palette and identity while staying true to the overarching brand.
Web Design & Digital assets
