AME

A hospitality brand built around emotion, expression, and the idea of becoming someone new.

Challenge

New Orleans doesn’t have a shortage of places to stay. It has a shortage of places that feel different.

Most nearby spots lean into familiar territory. Historic references, location-based names, or safe identities that feel more rooted in the past than in the experience itself.

There was an opportunity to do something more expressive. More emotional. More memorable.

The goal wasn’t just to brand a property. It was to create something people actually feel.

Approach

Instead of starting with location or history, the idea started with a different question. What if travel was about becoming someone new?

That led to Erato, the Greek muse of lyric poetry, and the concept of creativity, emotion, and self-discovery as the foundation of the brand.

The name ÂME, French for soul, became the anchor. It connects to New Orleans through culture without being literal, while tying directly to identity and experience.

Paired with “Wander to be found,” the brand becomes something you step into, not just a place you stay. It suggests exploration, movement, and personal discovery.

Outcome

The result is a brand that feels distinct the moment you see it.

It’s expressive without being overwhelming. Elevated without being stiff. There’s a sense of energy running through the typography, symbols, and color without relying on the usual New Orleans clichés.

The system is built to live beyond a logo, showing up across signage, digital, and the guest experience in a cohesive but flexible way.

More importantly, it gives the property something most competitors don’t have. A clear point of view.