While at HZ, I was part of the team that spent more than two years developing Canopy in partnership with Hilton from early positioning and concept exploration through the creation and launch of the complete brand experience.

Following extensive competitive research, concept development and consumer testing, eight original hotel concepts were narrowed to the idea that ultimately became Canopy. From there, the team developed the brand strategy, voice and visual identity, then translated the concept across the guest journey—from digital communications and photography to in-room details and on-property experiences.

I played an integral role in shaping Canopy’s visual identity and bringing it to life across brand, digital and physical touchpoints. My work spanned identity design, website design, guest-experience applications and art direction, as well as supporting the ongoing client relationship.

The breadth of the engagement gave me the opportunity to think beyond individual deliverables and help build a cohesive hospitality brand—one in which every detail contributed to the larger guest experience.