LABS
LABS is a community-driven hospitality brand that combines digital ownership with real-world experiences. Through a unified identity system spanning branding, NFTs, motion graphics and membership products, the project explores how Web3 can enhance everyday travel and hospitality.
ROLE
Brand & Multimedia Designer
YEAR
2022
SCOPE
Brand Identity, Motion Graphics, NFT Visuals, Digital Assets
The LABS logo combines the four letters of the brand name to form the shape of a house. Each letter becomes part of the structure, creating a compact and recognisable symbol that represents belonging, connection and a shared space for the community.
Labs was created as a modern digital community where branding extends beyond a logo into every touchpoint. The project explores how a consistent visual language can connect physical merchandise, digital assets and community engagement.
LABS CLUB
An exclusive membership experience designed to strengthen community identity through digital ownership and branded experiences. Labs Club expands the brand beyond visual identity, creating a member-focused ecosystem where branding becomes part of the user experience.
A dedicated visual identity was created for Labs Club while maintaining consistency with the master brand. The typography and graphic language reinforce exclusivity while remaining approachable.
A NEW WAY TO TRAVEL. OWN. EXPERIENCE.
PREMIUM STAYS EXCLUSIVE BENEFITS LIFETIME MEMORIES
JOIN THE CLUB.
BE PART OF SOMETHING RARE.
3.1390. N, 1016869.E
RAINFOREST RESORTS
MALAYSIA
Primary Typography Neue Haas Grotesk
Hello,
I’m Neue Haas Grotesk.
Neue Haas Grotesk is a timeless sans serif chosen for its clarity, neutrality, and precision. It establishes a confident visual identity for LABS while ensuring consistency across digital products, brand communications, and print materials.
Uppercase
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Lowercase
abcdefghijklmnopqrstuvwxyz
Numerals
0123456789
Weights
Aa Aa Aa
BULE
HEX #123467
RGB 18 52 103
CMYK 100 92 43 8
PINK
HEX #F29A87
RGB 242 154 135 CMYK 6 51 41 0
WHITE
HEX #FFFFFF
RGB 255 255 255 CMYK 0 0 0 0
NFT COLLECTION
The NFT collection was designed as a digital membership pass, giving holders access to exclusive hotel benefits and real-world experiences. By connecting digital ownership with physical rewards, the project explores how NFTs can create meaningful value beyond collectibles.
Instead of a traditional card, the NFT takes inspiration from a hotel door hanger — a familiar object commonly used to display messages such as Do Not Disturb or Please Clean My Room. Reimagined as a digital collectible, the design reinforces the connection between hospitality, membership and everyday experiences.
The animated presentation demonstrates how the NFT functions as both a collectible and a branded digital asset, highlighting its details, utility and premium feel.
The membership wristband extends the NFT experience into the physical world, providing members with a recognisable identity while reinforcing the connection between digital ownership and real-life access.
MASCOT
A friendly toucan mascot was introduced as an extension of the NFT ecosystem. Rather than acting as a standalone character, the mascot represents the personality of the community and appears throughout digital assets, campaigns and future collectible designs, making the brand more engaging and memorable.
CAMPAIGN ANNOUNCEMENT
A series of social media assets and motion graphics were created to maintain a consistent brand presence across digital platforms. The content combines bold typography, dynamic animation and clean layouts to improve engagement while reinforcing the overall visual identity.
To demonstrate the flexibility of the LABS identity, a series of campaign assets were created for different marketing scenarios. From partnership announcements to seasonal promotions, each campaign adapts the visual language while maintaining a consistent and recognisable brand presence.
