STRATA Hotel Branding

Concept Development

• Developed the brand identity for Strata, a modern luxury hotel concept located in downtown Chicago.
• Focused on the geological meaning of "strata" to inform a visual system based on layering, structure, and elemental materials.
• Explored naming, tone, and visual direction through moodboards and typographic studies.

Brand Identity Design

• Designed a custom logotype emphasizing architectural geometry and refined minimalism.
• Selected a neutral, earth-inspired color palette and type system that evokes calm and understated luxury.
• Created a voice and messaging guide centered on concepts like depth, stillness, and tactile experience.

Print Collateral – Accordion Brochure

• Concepted and designed a foldout brochure titled “SEAM,” reflecting the brand’s layered identity.
• Each panel unfolds to reveal a core pillar of the hotel: Structure, Element, Atmosphere, Material.
• Used InDesign and Illustrator to develop layout, typographic hierarchy, and material-inspired graphics.
• Focused on clarity, pacing, and texture to create a brochure that reflects the brand’s physical and emotional tone.

Mockups & Presentation

• Created high-resolution mockups to visualize the brochure in real-world hospitality settings.
• Applied the brand system across signage, environmental graphics, and digital touchpoints for a cohesive presentation.

Design Strategy

• Geological Metaphor: Visual language and messaging rooted in earth, form, and quiet luxury.
• Modern Minimalism: Clean typography and structured layouts to support a high-end, contemporary brand.
• Layered Experience: Accordion format chosen to reflect depth, unfolding, and discovery.

A cohesive identity and brochure system for Strata that visually and conceptually communicates luxury through restraint. The project showcases a balance of branding, layout design, and environmental storytelling.