Context
Skybreak is an airport hotel located inside the terminal, designed for travelers navigating delays, short layovers, and overnight stops. Guests often arrive exhausted, disoriented, and under time pressure, making decisions quickly in a high-stress environment.
The challenge was to create a brand that could communicate rest, clarity, and trust instantly, while remaining highly functional within the fast pace and visual noise of an airport.
ROLE & SCOPE
Led the brand strategy and visual identity for Skybreak inside the airport environment.
- Brand positioning & tone of voice
- Visual Identity System
- Wayfinding & environmental signage
How do you communicate rest and trust in seconds, to people who are already exhausted and in motion?
Creative Approach
Reimagining creativity: Redefining boundaries with a distinct love & pasion.
The brand was designed to reduce cognitive load at every touchpoint. Instead of competing for attention, it aims to feel immediately clear, calm, and honest, offering rest through clarity rather than persuasion.
- Clarity over character
- Function before expression
- Warmth without luxury cues
Results & Impact
Following the rebrand, travelers were able to identify and locate the hotel more easily within the terminal, reducing confusion and hesitation at key decision moments. This improved clarity translated directly into performance, contributing to a 145% occupancy rate, including short-stay and half-day usage.
By reducing cognitive load in a high-stress environment, the brand helped guests make faster, more confident choices — improving both experience and operational results.
"After the rebranding, guests no longer struggle to find the hotel. The identity made Skybreak immediately visible and easy to understand."
– Noamane El Belghiti
General Manager - Silken Hotels Maroc