BRAND & CREATIVE DIRECTION — HOSPITALITY
Places people choose to spend time.
I build brands for hospitality, clubs, cafés, wellness, and the programmes that fill them. Fifteen years leading brand and design teams. most recently running the entire brand function for a members' club in midtown Manhattan.
New York · 15 years leading brand & design
SELECTED WORK
01/03
01
The Aurelian
HOSPITALITY BRAND IDENTITY · 2026
The senior team at Paramount Club brought me in to bring the club's new name to life: a new logo, a new mark, a three-venue system, and a full rollout — in just over a month. The reveal sold out in a week.
500+
30
RSVPs in the first hour
projects in a month
SELECTED WORK
02/03
02
Paramount Club
HOSPITALITY: EVENT BRAND SYSTEM
Event creative · Print & digital signage · Sub-brand systems · Partner lockups · Photography direction · Motion & screen content · Email & social
50
0
1
photo library, thousands of photos
events carried on one system
rebuilds, never replaced
SELECTED WORK
03/03
03
ExecOnline DC
WORKPLACE ENVIRONMENT & NAMING
Workplace environment · Naming system · Mural commission & art direction · Signage & wayfinding
1-5
8
1
commissioned muralist, credited by name
creative team, built up from one person making decks
rooms named for DC neighborhoods