Umbra is a boutique hotel located in Capitol Hill in Seattle, WA. It is inspired by darker influences such as occult and heavy metal but with a softer approach. Umbra’s target audience is individuals who are 25-40 years old who want a unique experience while being in the heart of Seattle’s nightlife at a mid-to-upper price point.

Since the decor of the hotel is eclectic and has a lot of black, Umbra’s branding stayed playfully minimal and uses colors that felt gloomy but still stood out. This strategy created a cohesive system that kept the hotel guests’ experience at the forefront.