Harding Students Design, Present 2022 Luxury Hotel Branding Project

Thirty-six Harding students within the College of Arts and Humanities worked in teams to develop designs, branding strategies and promotions for luxury hotels located in Charlotte, North Carolina; Denver, Colorado; San Antonio, Texas; and St. Louis, Missouri using specific artists as their inspiration. 

Four teams comprised of students majoring in graphic design, interior architecture and design, and integrated marketing communication spent nearly four months learning how to develop project timelines, work with a team, understand the vernacular of other majors, engage in various research methods, work with unfamiliar software and technology, and stay within a project budget. Amy Cox, chair of the department of art and design; Stacy Gibson, associate professor of art; and Lori Sloan, assistant professor of communication collaborate with students throughout the project. 

“The branding project is a phenomenal way for the students to showcase their talents while learning life-lessons of communicating ideas, navigating conflict and maximizing creativity,” said Lori Sloan, assistant professor of communication. 

Student projects are on exhibit in the Stevens Art Gallery on campus through Thursday, April 21 from 8 a.m. to 5 p.m. each day. Visitors may vote for their favorite brands through donations contributed to Habitat for Humanity. Since the branding project began in 2003, students have developed projects based on restaurants, hotels, non-profits, a children’s museum, an airline, boutique fitness and a tourism kiosk. For more information visit hubrandingproject.com.

Harding University is a private Christian, liberal arts university located in Searcy, Arkansas. Accredited by the Higher Learning Commission, it is the largest private university in the state. Harding’s student body represents students from across the U.S. and more than 50 nations and territories. The University offers more than 100 undergraduate majors; more than 15 preprofessional programs; more than 40 graduate and professional programs; as well as numerous study abroad opportunities including locations in Australasia, Peru, England, Greece, Italy and Zambia. For more information, visit harding.edu