With Loews’ new partnership with the Cordish Companies, a new branding and identity needed to be developed for two new hotels, Live! by Loews–Arlington, TX and Live! by Loews–St. Louis, MO.
The branding and identity for these two new properties needed to strike a balance between the existing Live! and Loews brands; while bringing a touch of luxury and striking a balance with each hotels’ style and decor.
In addition to choosing the fonts and color palettes for this brand, I also developed four new patterns that draw a connection with the third partner for each hotel, the Texas Rangers and St. Louis Cardinals. The patterns were inspired by and developed using stats of the teams’ most notable players, the path of different pitches, the momentum of sliding into home, and the trajectory of a swinging bat.
The thoughtful and elegant designs for this partnership won the 2019 Graphic Design USA, American InHouse Design Award for branding and identity.
From Left to Right: Representing the Hall of Fame players our meeting rooms are named after, this pattern is based on a grid with the line length indicating each player’s jersey number. The circles and dashes are derived from scoring techniques and add visual interest to elongate the pattern. Next, I dove into the physics of baseball. Looking from an aerial viewpoint and tracing the trajectory of pitches, including the fast ball, curve ball, etc., the result is a layered approach that creates depth and motion. Continuing onto the action of baseball, this pattern represents the strike zone of a pitch and the action of sliding into home plate. It complements key fabrics and finishes in our guests’ rooms. The last pattern depicts the angle of a bat in motion when swinging to hit a ball. The different line weights represent the speed and force a batter uses and helps to add a whimsical element to the collateral system.
In 2019, Loews’ multiple family programs were rebranded and rolled out under one overarching program, Loews Loves Families.
Everything from the logo, patterns, illustrations and collateral needed to be redesigned to correlate with the new program pillars’ inclusivity to all age groups within a family, children, parents and grandparents.
Logo development
Above: The amenity notecard, keycard insert and welcome button rolled out to all hotels at program launch.
Below: The new program logo and style applied to on property collateral for Loews Ventana Canyon Resort’s Coyote Kids Club.
As partner, contributor and creative director of Whisk.Key.Chicks, I wanted to develop simple and elegant branding that reflected the content and direction for the blog. Whisk.Key.Chicks is a blog for women, by women, to share their stories, empathize the trials and tribulations, and celebrate the victories and accomplishments in different stages of life. A calm, safe space for women to come together and build a beautiful community of support.
Additional Instagram Posts
In collaboration with the Corporate Director of Food and Beverage for Loews Hotels, these catering templates were developed to enable the local F&B teams to quickly update their food packages more efficiently on site. The templates were developed directly in PowerPoint, with varying cover and interior page options to fulfill the needs of the F&B teams.
Loews Santa Monica Beach Hotel requested branding to be used across several channels of communication for its first annual Waterfront Wonderland. This program was a month-long event that started with the holiday tree lighting and continued through the holiday season with festive events for both locals and guests.
Logo Development
Lakeside Spa is the crowning resort amenity of Loews Ventana Canyon Resort. After the new company rebrand, I was tasked to redesign the spa's logo and collateral to reflect the new simplified and elegant look of the updated brand.
I approached the redesign of Lakeside Spa in three different directions: typographic, illustrated and organic. I wanted to create a logo that blended within the new Loews Hotels identity but evoked the tranquility of the spa and its location. The final logo combined the typographic and illustration approach, and the final collateral features the spa's brochure, price guide, appointment card and toiletries.
Logo Development
Beautifully muted watercolors and southern charm combine to create a simple and elegant autumn wedding's program suite.
The ceremony and reception suite were designed with their invitation suite in mind. Elaborating further on their color and floral choices for their big day, these elegant pieces brought together their reception perfectly.
Loews Hotels launched a new food and beverage program across all hotels in 2017. Flavor by Loews Hotels was designed to create an authentic sense-of-place within the communities of their hotels and allow guests to take part in the local culture, without ever having to step foot off property.
From logo conception to printed collateral on property, I have been involved in every aspect of this program. Working weekly with the Brand Marketing, PR and Sales teams, I represented the Brand Design Studio to provide feedback and updates on all the digital and printed collateral the team was currently working on. I also worked directly with each property to plan and execute on any potential collateral needs for their Flavor launch event on property.
During the new brand rollout, I worked with the Senior Designer to align all in-room dining pieces to the in-room stationary she had created.
Through simplifying the designs and using clear and effective typographical treatments, these menus not only became much easier to navigate, but also turned out to be beautiful pieces as well.
The in-room dining menu is the star and focal point among these in-room menus. The breakfast doorknob menu and minibar menu serve their functional purposes by using simple and clear hierarchies.
Miami Beach is the ideal locale for families to Spring Break. The hotel wanted to create a branded ‘Spring Fun’ campaign for them to promote activities throughout the week. Graphics were used across multiple touchpoints including but not limited to: an activity guide insert, larger digital reader boards, daily activity posters, floor decals, and banners.
In a partnership with the Senior Designer, we created a new look and feel for the celebration cards for Loews Hotels. These cards are gifted to guests on property if they are celebrating a birthday, anniversary or special event. The concept and final layout were done by the Senior Designer; while I created the illustrations and hand lettering.
826 Schermerhorn is the annual magazine of Columbia University's art history and archeology departments. A magazine with an established look and feel, I laid out several stories for two of their issues under the direction of the principle designer at Florio Design.
The Library of American Landscape History is the leading publisher of books that advance the study and practice of American landscape architecture–from gardens and parks to city plans.
Throughout my tenure at Florio Design, I helped to project manage and design layouts for LALH's annual news magazine VIEW. Along with their magazine, I also supported all updates to their website, eblasts and newsletters.
