A Collaboration Built On Music: Hitting All the Right Notes with Aparium Hotels
Happy first day of fall. As the leaves start thinking about leaves turning and cooler weather, we can’t close the book on summer without a little call out to one of our favorite campaigns of the summer. We worked with Aparium Hotels to craft a campaign that felt like a city specific mixtape for summer.
Challenge accepted. We queued up the first track and got to work together. Think seasonal “record releases” for each property. One record label, different releases, so every hotel could celebrate its local rhythm while staying unmistakably Aparium.
THE FRAMEWORK
We knew this needed to move from concept to execution without ever losing groove. So we built a flexible system that felt like a masterbrand framework Aparium could use in future promotions as well.
We built:
A consistent creative lockup for Soundtrack to Summer that features as the promotion & album cover.
Property-by-property Side A / Side B track lists as our playful container for copy, rooted in local references.
to connect each creative element to the neighborhood
A “tour poster” wall buildout similar to what you’d see for an album release.
Vol. 1 / Summer 2025” labeling for that collectible, seasonal series energy
A shared typographic grid, textures, and the Aparium “label” mark to tie everything together
Every city got its own visual rhythm and voice, but the system kept everything humming as one album.
With Aparium’s local teams, we turned neighborhood nuance into art direction, color, and copy with a couple of the examples below:
HOtel Haya – Ybor City, Tampa
We created a humid, teal-forward palette with splashes of sun-faded mint and mango orange and track titles that mix Spanish slang and inside jokes. We paired the overall vibe with imagery that moves from poolside mischief to after-hours vinyl sessions.
CLAYTON DENVER – CHERRY CREEK, DENVER
We created a music-forward motif and a high-desert warmth with a members-club sparkle. We leaned into rooftop guitars at magic hour, champagne mornings, and that easy Cherry Creek elegance. Tracks like Something to Talk About and A Night on Clayton St. set the mood for an elevated experience in the Denver.
From blueprint to rollout, we built an integrated campaign that worked everywhere guests encounter the brand:
Web: A hero “sleeve” system for the landing page, embedded playlists, and swappable city modules so each property gets its moment. The offer stays clear; the vibe stays front and center.
Email: A three-part cadence—Launch, Mid-Season, Last Call—with subject lines built like hooks. Art direction toggles between Side A (day) and Side B (night) to keep things fresh in the inbox.
Paid digital and social: Carousels and stories that flip through tracks, animated palette bars that move like equalizers, and geo-targeted copy to keep it hyper-local. Short motion cutdowns carry the bold typographic look into reels and display.
The best part? It felt fun. Like making a mix for a friend who’s about to hit the road. We got to treat every neighborhood like a muse, then turn that into something guests could scroll, save, and book. Big thanks to the Aparium team for being such thoughtful creative partners and for trusting the process from concept to execution.
We’re already sketching ideas for the next volume. Until then, if your brand is ready for a seasonal story that travels well, let’s make something worth putting on repeat.
