Directing the Iconic Brand
I created the custom wordmark and brand identity for the historic Ft. Lauderdale property.
Directing in-house teams and agencies, I defined the iconic brand across resort identity, interior artwork, advertising, and graphic applications.
I also led production agencies and photographers during our 3-day on-site photoshoot, providing creative direction.
Strategic Integrated Campaigns
I direct the brand’s application across digital, collateral, and on-site signage, all while coordinating with cross-functional teams.
Six-Figure Media Placement Coordination and Advertisement Design
I am the brand leader for 60+ annual print advertisements in local to national publications, including Fortune Magazine, The New York Times, Robb Report, Yachting World, Travel Magazine, and more. I also work with social media agencies for digital placements.
Brand Identity Concept & Guidelines
I created the custom hand-crafted wordmark for Pier Sixty-Six, drawing inspiration from the property’s mid-century modern history and iconic rotating spire. The mark is derived from the figure six, embedding the property’s story directly into the identity.
From my initial visual concepts, I partnered with an agency to develop the broader brand identity and translate the concept across applications, creating a sophisticated evolution of the brand for its luxury audience.
The original wordmark
On-Site Brand Applications
Residential sales video & promenade window vinyls for 2024 Ft. Lauderdale International Boat Show, covering the entire lower floor of the condominiums.
Signage Design Concepts
The signage highlights the new, modern approach to the branding by using a mixture of light neutrals and blues that mimic the seaside beauty of the property. The crown icon is utilized in a subtle nod to the architecture of the spire. Polished materials elevate the wayfinding to the five-star hotel standard of the property.
