Elana Rudick RGD transforms Moxy Hotel interiors with custom graphics across guest spaces
Written by Elana Rudick RGD, Design Is Yummy
Context
When Moxy wanted to open a new boutique hotel in downtown Montreal, they were looking to create a dynamic guest experience that incorporated local flavour while staying true to the brand’s bold aesthetic. They hired Design Is Yummy to develop a series of large-scale custom wall graphics that would infuse the interior spaces with the unmistakable charm of Montreal while staying aligned with Moxy’s global identity.
Methodology
To create a memorable and engaging atmosphere that encouraged guests to discover, interact and connect, we grounded our creative strategy in three key goals: first, to design environmental graphics that captured the local culture and energy of Montreal; second, to integrate the hotel’s travel-inspired narrative; and third, to ensure every visual element aligned with Moxy’s playful brand personality.
Throughout the design process, we aimed to create moments of surprise and delight—keeping the visuals layered, hyper-local and unmistakably Moxy. Each graphic was crafted to invite guests to pause, explore and engage with their surroundings in a way that feels both intentional and unexpected.
The client originally approached us with a request for a single landing base design inspired by a Montreal subway car and the project snowballed from there. Since the concept could go in many different directions, we began by sharing a wide range of sketches to explore options and align on the vision. This early sketching phase was essential in helping us interpret the brief and spark a more expansive creative dialogue with the client.
Process
We immersed ourselves in the Moxy brand to understand its visual language, then took a deep dive into Montreal’s landmarks, quirks and culture. By mixing unexpected references, light-hearted sayings and vibrant illustrations, we aimed to capture the spirit of the city filtered through Moxy’s playful lens.
Motion-inspired lines inside the elevators set the tone by referencing Montreal’s metro system and inviting guests on a visual journey.
Designers might appreciate how the coloured lines perfectly match the landing base murals. These murals feature a stylized representation of the iconic blue Montreal subway cars, populated with characters sporting subtle references to local culture (think bagels, sports logos and bicycles).
Each of the nine custom guest floor murals takes architectural details into consideration to give the feeling of being immersed in Montreal’s underground city. Wayfinding elements are seamlessly built into the artwork by design and varying details on each floor encourage exploration.
In the gym, a 67-foot bilingual typographic mural and cheeky chalkboard wall nod to the city’s never-ending construction—a wink to locals and a laugh for visitors.
Results
Our graphics have transformed the hotel’s walls into conversation pieces and have quickly become a hit with guests. Press has been overwhelmingly positive, especially highlighting the bold elevator design (a concept that initially took some convincing with the client). Our thoughtful, unexpected visuals guide guests seamlessly through the hotel, creating a cohesive experience that brings Moxy’s bold spirit and Montreal’s unique charm into sync.
Credits
- Elana Rudick RGD, Creative Direction
- Pam Menegakis Associate RGD, Graphic Design & Illustration
- Jessica McDonald Associate RGD, Graphic Design & Illustration
Elana Rudick RGD
Design Is Yummy
Elana is the Founder and Creative Director of Design Is Yummy, an award-winning design studio with an appetite for crafting bold, purposeful designs. For the past 15 years, Elana and her team have been collaborating with brands that bring people together, drive change, and make an impact in the communities they serve. Their diverse projects span the arts and culture, education, healthcare, government, and nonprofit sectors. Elana is also a mom, mentor, and speaker on design and the business of it.
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