A legacy brand with a new story to tell

THE ASK
A five-star hospitality brand needed a brand concept for a new hotel and residences that honored their global presence while feeling distinct to the new destination. I was brought on as contract lead designer through a creative agency to develop the visual direction and narrative.

THE APPROACH
I led research that uncovered forgotten local history and cultural connections that aligned unexpectedly with the architectural vision. These discoveries informed multiple brand concepts I developed independently, ranging from safe evolutions to bold departures that filled a gap in how this destination had been represented.

After presenting the concepts with input from the brand writer and agency partner, the broader team helped narrow to two directions. The selected concept centered on tactile storytelling and craftsmanship. I developed a sensory brand language that focused on materiality and texture, supported by custom typography that referenced the parent brand while establishing its own voice.

THE RESULT
My work with the brand writer established the foundational concept and narrative direction. Once complete, the in-house team moved forward with broader marketing strategy. Due to confidentiality agreements, I am only available to share select details in a private meeting.