Role:
Brand Concept, Creative Direction
Services:
Brand Workshop
Strategy
Branding
Visual Guidelines
Tone of Voice
Photography Guidelines
Merch Guidelines
Contributors:
Simona Eichner, Gerda Garvari, Maren, Nora
About Hotel ÜJA
Hotel ÜJA Scuol is a boutique hotel in the heart of Scuol, Switzerland, where Engadin charm meets modern simplicity. Housed in an established property lovingly rejuvenated by a couple who left Zürich for a slower rhythm, it offers just 11 thoughtfully designed rooms with natural wood and warm details. With a homemade breakfast and flexible, welcoming spaces for gatherings, ÜJA creates a sense of rooted ease and connection.
Project Overview
The goal of this project was to reimagine the Former hotel Traube into the newly renovated Hotel Üja. The owners required a new brand concept to modernise the hotel while maining a feeling of comfort that aligns with the Engadin roots.
I worked directly with the owner to define the key challenges and define a brand stragey
New Concept Development
Üja is more than just a hotel; it’s a waypoint in your journey, a destination where travellers connect deeply—with themselves, their surroundings, and a sense of belonging. Inspired by the nostalgia of handwritten postcards and the precision of maps, Üja blends adventure with stillness, movement with memory. It is a space that feels both like home and an invitation to explore—a reflection of where you’ve been and where you’re going.
Rooted in the art of correspondence and navigation, Üja evokes the warmth of human connection, the beauty of discovery, and the balance between past and future. Whether through tangible experiences or personal reflections, a visit to Üja is a reflection of home, where you are not just an observer
but active participants in shaping your own experience.
New Concept Development
Üja is more than just a hotel; it’s a waypoint in your journey, a destination where travellers connect deeply—with themselves, their surroundings, and a sense of belonging. Inspired by the nostalgia of handwritten postcards and the precision of maps, Üja blends adventure with stillness, movement with memory. It is a space that feels both like home and an invitation to explore—a reflection of where you’ve been and where you’re going.
Rooted in the art of correspondence and navigation, Üja evokes the warmth of human connection, the beauty of discovery, and the balance between past and future. Whether through tangible experiences or personal reflections, a visit to Üja is a reflection of home, where you are not just an observer
but active participants in shaping your own experience.