STUDIO
BRAND BUREAU

ROLE
LEAD DESIGN

Hard Rock asked us to help them develop an all-inclusive experience that appealed to a younger, more travel-savvy consumer.  We saw a unique opportunity in the market to rethink the All-Inclusive and create a new kind of boutique hotel brand. Beginning with their Riviera Maya property, Unico 20˚87˚, we rooted the brand and its experiential programming in the DNA of the region, taking a contemporary lens to Mexican artisanship and culture. Rather than leveraging traditional All-Inclusive trappings, we focused on embracing the world beyond the hotel's walls to draw in the curious guest who seeks to dive in wherever they go.

My role was to lead the design and execution of the project, from logo design to photography art direction to brand book.