Branding
Multi-Brand Identity System
A brand architecture project that created a stronger master identity and distinct visual systems for five hotel outlets, giving the property a flexible foundation for future marketing.
Client :
The Arlington Resort Hotel & Spa
Applications :
Brand Strategy, Identity Design, Creative Systems
Overview :
As The Arlington prepared for a major restoration and website relaunch, its existing identity system needed to work across a growing collection of guest experiences. The early-2000s branding lacked flexibility, and the individual outlets had little visual distinction.
Approach :
I developed a flexible brand architecture that strengthened the Arlington master brand while giving each outlet its own personality. Working with leadership and operations, I considered market positioning, revenue trends, and guest behavior to shape identities around each outlet's audience and business role.
The system included a master brand redesign and identities for the Thermal Bathhouse, Salon & Spa, Venetian Dining Room, Lobby Bar, and Coffee & Gift Shop.
Results :
Complete redesign of the Arlington master brand
Five distinct outlet identities
400+ digital assets produced annually
Scalable templates that streamlined campaign production
Greater consistency across web, email, social, print, and signage
Original photography replacing outdated visual assets
Branding
Multi-Brand Identity System
A brand architecture project that created a stronger master identity and distinct visual systems for five hotel outlets, giving the property a flexible foundation for future marketing.
Client :
The Arlington Resort Hotel & Spa
Applications :
Brand Strategy, Identity Design, Creative Systems
Overview :
As The Arlington prepared for a major restoration and website relaunch, its existing identity system needed to work across a growing collection of guest experiences. The early-2000s branding lacked flexibility, and the individual outlets had little visual distinction.
Approach :
I developed a flexible brand architecture that strengthened the Arlington master brand while giving each outlet its own personality. Working with leadership and operations, I considered market positioning, revenue trends, and guest behavior to shape identities around each outlet's audience and business role.
The system included a master brand redesign and identities for the Thermal Bathhouse, Salon & Spa, Venetian Dining Room, Lobby Bar, and Coffee & Gift Shop.
Results :
Complete redesign of the Arlington master brand
Five distinct outlet identities
400+ digital assets produced annually
Scalable templates that streamlined campaign production
Greater consistency across web, email, social, print, and signage
Original photography replacing outdated visual assets
Branding
Multi-Brand Identity System
A brand architecture project that created a stronger master identity and distinct visual systems for five hotel outlets, giving the property a flexible foundation for future marketing.
Client :
The Arlington Resort Hotel & Spa
Applications :
Brand Strategy, Identity Design, Creative Systems
Overview :
As The Arlington prepared for a major restoration and website relaunch, its existing identity system needed to work across a growing collection of guest experiences. The early-2000s branding lacked flexibility, and the individual outlets had little visual distinction.
Approach :
I developed a flexible brand architecture that strengthened the Arlington master brand while giving each outlet its own personality. Working with leadership and operations, I considered market positioning, revenue trends, and guest behavior to shape identities around each outlet's audience and business role.
The system included a master brand redesign and identities for the Thermal Bathhouse, Salon & Spa, Venetian Dining Room, Lobby Bar, and Coffee & Gift Shop.
Results :
Complete redesign of the Arlington master brand
Five distinct outlet identities
400+ digital assets produced annually
Scalable templates that streamlined campaign production
Greater consistency across web, email, social, print, and signage
Original photography replacing outdated visual assets