Luxury Hospitality Brand Experiences
Three years of creative direction and brand experience design within luxury hospitality.
Designing for the World’s Leading Hotels
Over the past three years, I’ve collaborated with an international consultancy specialising in luxury hospitality and wellness — contributing to brand projects for some of the world’s most renowned hotel groups.
Working under NDA, I’ve been part of the creative direction and design process for flagship city hotels, resort destinations, and new concept developments. My work has involved shaping the identity, guest experience, and communication systems that define how these brands are perceived — both on the page and within the space itself.
This collaboration has spanned the full brand experience: from strategy and identity creation to tactile print, art direction, and consultancy for in-house marketing teams.
The Challenge
In luxury hospitality, every detail is an expression of the brand. From a guest’s first encounter with printed materials to the way tone and typography translate across digital and environmental touchpoints — design must communicate more than beauty; it must convey belonging.
The challenge was to create a brand presence that felt both timeless and adaptable — balancing heritage with innovation. Many of the hotels I worked on required complete brand systems that could flex across locations, languages, and cultural contexts, while still feeling seamless and consistent.
Each project demanded sensitivity, precision, and restraint: the ability to design for experience, not just aesthetics.
The Process
Brand Identity & Concept Creation
Developing brand identities for international hospitality environments — from concept to complete visual systems including typography, colour palettes, and photography direction. One key project explored the contrast between light and shadow, creating a visual language that captured the rhythm of atmosphere and emotion within luxury design.Creative Direction & Print Experience
Designing both printed and digital materials for bespoke hotels and resorts, from brand menus to collateral that supported new property launches. Every item was designed with tactile purpose — bespoke paper stocks, finishes, and folds were selected to enhance the physical experience of interacting with the brand.
Strategic Consultancy
Working alongside global marketing teams, I provided direction on brand language, visual consistency, and design-led problem solving. This included refining tone of voice, print systems, and layout architecture to support multi-lingual production across international properties.Editorial Design & Event Collateral
Producing storytelling-led printed pieces such as bespoke event materials and concept-driven guest touchpoints — including an innovative coaster design introducing a new hotel concept. These physical assets served as brand storytelling tools, reinforcing narrative through form and material.
Research & Observation
To inform this work, I travel to design destinations and luxury hotels like the Mandarin Oriental — studying how atmosphere, materiality, and service design shape guest experience. These visits offered insight into how spatial storytelling and sensory detail can translate a brand’s values into tangible form.
The Result
The work I’ve produced through this collaboration has helped define and refine the visual and experiential language of several world-class hospitality brands. Each project resulted in a cohesive system — a tactile, layered identity that connects visual design with the physical environment.
Beyond aesthetics, these brands now hold clarity, coherence, and atmosphere — qualities that help them communicate their story through every guest interaction.
This body of work represents my role as a creative director who bridges brand, design, and place — shaping experiences that are not only seen, but felt.
Creative Direction Notes
Design in hospitality is storytelling made physical. It’s the alignment of tone, material, and emotion — where a piece of print or a moment of light becomes part of the guest’s memory.
My approach centres on the unseen details: paper that changes how a hand moves, typography that guides a moment of stillness, light that gives form to brand emotion. These are the tools that quietly define the world’s leading brands — and the reason I continue to explore the intersection between identity, design, and space.
Luxury begins in the details. I work with hospitality and lifestyle brands to shape spaces, materials, and moments that define their identity.
Let’s start the conversation.