Persona
If we consider the initial scopem combined with a pre-designed logo we had in our hands and an in-depth discussion had with the manager, a possible persona from potential client would be Mary, who is 45 years old, married with John, with a well paid job (middle class on economic scale of USA).
Mary is interested in traveling to non-conformative places. By non-conformative, we don’t mean with a usual touristic scope, like parties and all night fun but something more relaxed, quiet and quality-centric. With those noticed, I had a vision of a design that could reflect all the luxury of the rooms combined with top notch amenities without “wordy” elements but more like discrete suggestions.