Dream of Alaya
Alaya Suites Ubud is the latest resort and collection of suites and villas by Alaya Hotels & Resorts, located on Jalan Raya Pengosekan in Ubud, Bali, and part of Alaya’s boutique resort collection. We developed the hotel’s overall identity, narrative, and visual direction around the idea of Alaya Suites as a dream of home. Rooted in the meaning of “Alaya,” the identity reflects a sense of belonging shaped by the rhythm of everyday life.
The visual language draws from the ethereal cloud motifs found in Balinese Wayang art — forms that sit between earth and sky. These flowing shapes became the visual spirit of Alaya Suites, carried throughout the identity and hotel experience.
Wayang Bali Accents
& Nature Elements
The visual identity draws inspiration from Balinese Wayang, where natural elements are often represented through symbolic, stylized forms. Curls, spirals, and layered silhouettes are used to depict earth, plants, flowing water, clouds, sunlight, and living forms. Alaya Suites is imagined as a sanctuary built upon five elemental layers. Each element shapes the character of its floor through colour, material, and artwork. The journey begins with the radiance of sunlight, Sūrya, moving through the openness of sky, Ākāsha, the pulse of life, Jīva, the steadiness of earth, Bhūmi, and finally into the grounding calm of the sea, Sāgara.
Alaya with A Twist
The Alaya Suites logotype combines the refined elegance of “Alaya” with the fluid brushstroke of “Suites,” inspired by the expressive motion of Balinese wayang painting. The script reflects craftsmanship and warmth—a nod to the human touch behind every detail of the Suites. The Alaya Suites logomark also evolves from the original Alaya symbol, incorporating a subtle cloud motif.
The in-room stationery and guest objects are created using natural materials and developed with local craftsmen. Inspired by the flowing curls of Balinese Wayang and Alaya’s cloud forms, the identity is translated into tactile, functional pieces throughout the room. Even simple functions are made more personal — “Dreaming” replaces Do Not Disturb, while “Tidying” signals room cleaning.
Following the Clouds
Inspired by the flowing cloud forms found in Balinese Wayang, a custom visual language was developed for Alaya Suites. The shapes are translated into pictograms, room numbers, signage, and wayfinding objects, allowing the identity to guide guests naturally through the space.
Finding a way home
The wayfinding and signage system is developed as a series of physical objects rather than simply applied graphics. Each piece is designed to feel integrated with the architecture, using form, material, and craftsmanship to carry the identity into the space. Brass is used as the primary material and produced together with local craftsmen, giving each element a hand-finished character. For the room number signage, the brand’s cloud curl is translated into a three-dimensional form through a folded and curved brass plate, referencing the flowing cloud motifs found in Balinese Wayang imagery while giving the signage its own sculptural presence.
The naming strategy was developed alongside the wayfinding system, giving each floor and area its own name, symbol, and colour inspired by nature and elemental themes. Together, the naming, symbols, colours, and recurring curl create a more intuitive and memorable wayfinding language, connecting functional information with the wider identity of Alaya Suites.
Appendix
Creative Director
Danis Sie
Architecture
DDAP Architect
Art Director
Yosephine Azalia
Interior
RIEM Studio
Designer
Natasya Adimarsetio
Jennifer Fu
Architectural Photo
Gabriel Ulung
Motion
Arief Bahari
Ridho Ibrahim
Videography
Marcel Gunawan
EGD
Alya Rahmasari
Biandi Zamariz
Illustration
Michelle Jennifer
