This may secretly be one of my favorite assignments. I picked up a freelance Creative Director role with my friends at ELA to lead the Hotel Irvine rebrand. It was a top-to-bottom brand identity project with the goal to attract the next generation of travelers—while also being a community hub for the people of Irvine. We designed a new visual style guide, brand voice, marketing materials, hotel collateral, signage, a booking website, and two additional websites for the on-property restaurants. I was especially proud of the hotel booking website we designed. The interactivity was fun with solid components that created a seamless user flow. 

 

It was a massive undertaking, but each moment brought me joy with the bright color palette, playful fonts, and clever copywriting. In addition to crafting the identity, we also planned community initiatives—like weekend farmer's market pop-ups—and launched the brand on social media with local insights and connections. We truly created a "a place more like you."