Jaclyn Deihl

Following Goodwin’s brand refresh and the addition of a new Social Media Manager, I was given the opportunity to lead a complete overhaul of the firm’s social media presence. Over six months, I worked closely with the Art Director, Social Media Manager, and Junior Designer to build a robust system of self-service Photoshop templates tailored for LinkedIn and Instagram.

The objective was to create a scalable system that increased efficiency for both the Creative and Social teams—enabling quick turnarounds without compromising brand consistency. The result was a growing library of modular templates, designed with flexibility in mind to accommodate evolving content needs across practice areas and firm priorities.

To support adoption, we created a 57-page usage guide outlining template applications, formatting rules, typography and image options, and direct links to live working files. This system empowered the Social team to publish content with greater speed, consistency, and confidence—ensuring even urgent posts aligned seamlessly with the refreshed brand.

Art Direction: H. Chong
Design: J. Deihl
Jr. Designer: I. Ludlow-Smith
Social Media: M. Bain

With the launch of two new hotels—Live! by Loews–Arlington, TX and Live! by Loews–St. Louis, MO—a unique brand identity was needed to reflect the partnership between Loews Hotels and the Cordish Companies. The challenge: to balance the established energy of the Live! brand with the sophistication of Loews, while incorporating each property's distinct local character.

I led the development of the brand’s visual identity, including font selection, color palettes, and a suite of original patterns. Each pattern drew inspiration from the hotels’ third partners—Major League Baseball teams the Texas Rangers and St. Louis Cardinals—abstractly visualizing player stats, pitch trajectories, sliding into home, and bat swings. The result was a set of elegant, dynamic graphics that connected sport, place, and luxury in a visually cohesive system.

This branding work was honored with a 2019 Graphic Design USA, American InHouse Design Award for excellence in branding and identity.

Art Direction: J. Deihl
Design: J. Deihl, J. Buxton, J. Wang
Project Management: J. Fischer

Eating like a local made easy.

Flavor by Loews Hotels was launched in 2017 as a new food & beverage initiative to create an authentic sense of place at each hotel through local culinary partnerships. The goal: connect guests to the culture of the destination—without ever leaving the property.

From logo development to printed and digital collateral, I was involved in every phase of the project. I worked closely with Brand Marketing, PR, Sales, and Events, representing the Brand Design Studio in weekly meetings, providing strategic input and brand consistency across all touch-points.

Design: J. Deihl, J. Wang
Director of Social Media & Photography: S. Kopec

In 2019, Loews Hotels unified its various family-focused offerings under a single, inclusive umbrella: Loews Loves Families. The rebrand aimed to create a more cohesive and welcoming experience for guests of all ages—from children to parents to grandparents.

I was responsible for designing the full visual identity for the program, including the logo, custom patterns, illustrations, and supporting collateral. Each element was crafted to reflect the program’s core pillars of warmth, inclusivity, and multigenerational connection, ensuring a playful yet elevated look that aligned with the overarching Loews brand.

Art Direction: J. Kennedy
Design: J. Deihl

As partner, contributor, and creative director of Whisk.Key.Chicks, I developed simple and elegant branding to reflect the tone and mission of the platform.

Whisk.Key.Chicks is a blog created by women, for women—a calm, welcoming space where readers can share stories, navigate life’s challenges, and celebrate personal milestones. The brand identity was designed to feel approachable and grounded, reflecting the supportive, empowering community at the heart of the blog.

Creative Direction & Design: J. Deihl
Partner: A. Villanueva

📷 IG: @whiskkeychicks

In collaboration with the Corporate Director of Food & Beverage, I developed a set of customizable catering menu templates to support Loews Hotels’ local F&B teams. Designed directly in PowerPoint, these templates allowed on-site teams to easily update food and beverage offerings while maintaining brand consistency.

The system included multiple cover and interior layout options, providing flexibility to meet varying property needs while streamlining the production process.

Art Direction: J. Kennedy
Design: J. Deihl

Loews Santa Monica Beach Hotel launched its first annual Waterfront Wonderland—a month-long holiday celebration that began with a festive tree lighting and continued with seasonal programming for both guests and the local community.

I developed branding for the event to be used across multiple communication channels, exploring several logo concepts that balanced whimsy with a coastal, beach-inspired feel. The final identity captured the spirit of the season while remaining true to the laid-back elegance of the property.

Art Direction: E. Schreiner
Design: J. Deihl

Lakeside Spa is the signature wellness amenity at Loews Ventana Canyon Resort. Following the Loews Hotels brand refresh, I was tasked with redesigning the spa’s logo and collateral to reflect the updated identity while capturing the spa’s natural, serene setting.

I explored three creative directions—typographic, illustrated, and organic—to balance brand alignment with a tranquil, location-specific feel. The final logo combines clean typography with a subtle illustrative element, creating a mark that feels both elevated and soothing.

The redesigned collateral system includes a spa brochure, pricing guide, appointment card, and branded toiletries—each piece designed to support a calm and cohesive guest experience.

Art Direction: J. Kennedy
Design: J. Deihl

Soft watercolors and Southern charm set the tone for this refined autumn wedding suite, thoughtfully designed to capture the couple’s vision for their special day.

Building on their existing invitation design, I created complementary ceremony and reception pieces that extended their color palette and floral motifs. The final suite delivered a cohesive, elegant set of printed materials that unified the celebration’s visual story from start to finish.

Art Direction & Design: J. Deihl

As part of the new brand rollout, I collaborated with the Senior Designer to align all in-room dining materials with the refreshed in-room stationery system she developed.

By simplifying the layouts and applying clean, purposeful typographic hierarchies, we transformed these pieces into both functional and visually refined materials. The redesigned in-room dining menu serves as the centerpiece, while supporting items—such as the breakfast doorknob menu and minibar menu—prioritize clarity and ease of use without sacrificing style.

Art Direction: H. Chong
Design: J. Deihl

Miami Beach is a top destination for families during Spring Break, and the hotel aimed to create a cheerful, branded campaign to highlight weekly programming and activities. Under the direction of the Art Director, I designed the Spring Fun campaign graphics, which were applied across a range of guest-facing touchpoints including an activity guide insert, digital reader boards, daily posters, floor decals, and large-format banners.

Art Direction: J. Kennedy
Design: J. Deihl

As part of Loews’ brand refresh, the Guest Relations team sought a redesign of the celebration cards given to guests for special occasions on property. With the new brand tagline, “Welcoming You Like Family,” we aimed to infuse the cards with a more personal, heartfelt touch—whether commemorating a birthday, anniversary, or other meaningful milestone.

Art Direction: H. Chong
Design: J. Deihl

Codex: The Journal of Letterforms was the brainchild of I Love Typography founder John Boardley—a magazine devoted to the history, craft, and beauty of letterforms. In collaboration with editor and typographic historian Paul Shaw, Florio Design led the design and production of Issues 2 and 3 of Codex. Following these issues, The Eternal Letter: Two Millennia of the Classical Roman Capital was created as the fourth installment, published in partnership with MIT Press.

As Junior Designer, I contributed to the typesetting of all three publications (working within an established hierarchy and styles), silhouetting imagery, converting color profiles, and supporting overall layout and production tasks.

Art Direction & Design: L. Florio
Jr. Designer: J. Deihl
Editor: P. Shaw
Publisher: John Boardley & MIT Press

In celebration of the Garden Club of America's 100th anniversary, the Grolier Club hosted a gallery exhibition featuring rare botanical and garden books from its collection. This companion volume highlights the exquisite work of printers, engravers, and illustrators who captured the beauty of botanicals in the pre-photography era.

My contributions to this 256-page book included typesetting using style guides provided by the art director, silhouetting imagery, converting image color profiles, and designing the custom endpapers.

Art Direction & Design: L. Florio
Jr. Design & Production: J. Deihl

Recognition:
• New York Times Top 25 Art Books for Gifts (2013)
• IPPY Bronze Award

826 Schermerhorn is the annual publication of Columbia University’s Art History and Archaeology departments. With a well-established visual identity, I worked under the direction of the principal designer at Florio Design to lay out several feature stories across two issues, maintaining the magazine’s academic tone and editorial consistency.

Art Direction: L. Florio
Design: J. Deihl

The Library of American Landscape History (LALH) is the leading publisher dedicated to advancing the study and practice of American landscape architecture—from gardens and parks to urban design.

While at Florio Design, I contributed to both the project management and design of VIEW, LALH’s annual news magazine. In addition to editorial layout, I supported ongoing updates to the organization’s website, eblasts, newsletters, and social media—helping to maintain visual consistency across all digital and print communications.

Art Direction: L. Florio
Design: J. Deihl