Shift has developed the visual identity for HA hotel, the first real estate investment project of the local company Hercegovina auto in the City of Mostar. With its great location, situated on halfway between Mostar Airport and the Old Town, the upcoming HA hotel offers quiet comfort with traditional environment and new modern architecture. Shift was tasked with providing the complete visual identity including logo, stationery, interior branding, signage design and more. In developing the branding approach, our designers wanted to connect this visual identity with the modern architecture of the building and the classic and traditional characteristic of the city, that give the ideal experience of resting. Essential to this was the contrasting of elements — straight lines that follow the contours of the letters H and M. As a result, the new logo is based on symmetrical vertical lines, and in particular on a horizontal symbol to represent the human touch — in this case a brush stroke that creates a ligature "HA". Within the branding project we have introduced a modern colour palette, that is based on golden elegance, supported by black and the green colour that is relevant in the environments of Mostar and Herzegovina as well as existing architecture details on client's business building. The straight lines, as key element of the visual identity, were also deployed and added in a wide variety of applications like the hotel interior but also in many promotional materials, either through special techniques in printing or in digital applications.