Background:
As part of a broader rebranding initiative, Starwood Hotels undertook a repositioning of several of its brands to better align with evolving market expectations and guest experiences. The goal was to refresh each brand’s identity while preserving its distinct personality and premium appeal.

My Role:
I led the concept development and defined the visual language for Westin® Hotels, The Luxury Collection, FourPoints Hotel brands. This included establishing the overall look and feel, tone, and design direction—ensuring brand consistency across digital, print, and environmental touchpoints. In addition to strategy and concept work, I designed key marketing collateral such as brochures, event materials, signage, and promotional assets, helping bring each brand’s story to life in both customer-facing and internal communications.