The Alva Hotel
A brand transformation to premiumise the urban hotel experience
Brisbane, Australia
Hotel Place Branding and Art Direction
IHG Hotels & Resorts required a reposition of Hotel X Brisbane as part of the Vignette Collection, creating a distinct identity that could stand independently while aligning with the collection’s ethos of one-of-a-kind urban hotels. The opportunity was to move beyond a lifestyle-led boutique positioning and articulate a more refined cultural narrative grounded in place.
I developed a new strategic platform that reframed the hotel as a contemporary urban launchpad for discovery within Brisbane’s most creative precinct. This thinking informed the name The Alva Hotel, derived from notions of light and elevation, positioning the property as a luminous vantage point within Fortitude Valley’s cultural rhythm.
The identity and brand system were designed to balance energy with refinement. Guided by the idea “Front Row to Fortitude,” the brand places guests at the centre of Brisbane’s music, art, dining, and nightlife scene, while maintaining a sense of calm sophistication expected of an entry-luxury hotel.
The result is a distinctive new brand that repositions the property within the Vignette Collection portfolio. One that celebrates local culture while offering travellers a considered base from which to experience the city.
