URBN Hotels & Resorts

Brand Strategy, Concept Development
& Creative Direction

As the creative lead, I developed the brand strategy and creative vision for URBN Hotels & Resorts, a luxury boutique hotel concept that blends modern city living with nature-inspired design. Working closely with copywriters and stakeholders, I helped define the brand positioning, voice, guest experience, and visual identity. I then translated the strategy into a complete brand system, including logo design, packaging, signage, in-room collateral, guest touchpoints, and marketing assets. Once the brand foundation was established, I created comprehensive guidelines and production-ready assets for handoff to the hotel's internal design team, ensuring a consistent and scalable brand experience across all guest interactions.