Extra is a seamless marketplace that matches hospitality venues with emerging brands. The result? An elevated guest experience, marked by a touch of the extraordinary.
Extra's founders discovered a need for brands to insert themselves into the day-to-day lives of their consumers. By creating a platform that curates partnerships with hospitality venues, Extra offers a new channel for brands to create contextually relevant brand discovery experiences. In turn, hotels and vacation rentals are able to offer unique amenity packages to guests while streamlining procurement. Because Extra is B2B2C, LMNOP's challenge was to develop a visual system that would allow for a variety of applications that contextualize the brand both for brand/hospitality partners and end users. The brand elements can be combined to varying effects—more subdued when presented with partner products, and more confident when Extra needs to establish its point of view (like on the website). Because Extra's digital presence is the most prominent expression of their brand, LMNOP created a distinct photography style with concepts that show luxurious hospitality settings, compelling products, and the excitement of brand discovery all in their best light. We partnered with photographers Zach & Buj, experts in both shooting interiors and product styling. Lifestyle photography by Zach & Buj.
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