Brand Identity, Logos & Visual Systems (B2B & NGOs)
True branding goes beyond creating a beautiful logo; it is about building a cohesive, strategic visual ecosystem that communicates authority and purpose. Whether positioning a global B2B corporate player or defining the voice of an international NGO, my approach strips away the digital noise to find the core human connection of the organization.
From timeless logo design to extensive corporate identity guidelines, every system is built to be powerful, adaptable, and future-proof across all modern touchpoints.
Focus: Brand Strategy, Identity Design, Logo Systems, Guidelines & Cross-Media Implementation.
InterContinental Amstel Hotel, Amsterdam
Premium Hospitality Branding, Identity & Editorial Design
Since welcoming its first guests in 1867, the InterContinental Amstel Amsterdam has been celebrated worldwide for its royal allure, grand architecture on the banks of the Amstel River, and signature residential warmth. To capture this unique heritage, the hotel initially requested a luxury brochure. Recognizing the power of storytelling, I guided the strategic transition from a functional brochure into a high-end, collectable lifestyle magazine.
A Bar Identity & Branding: Developed a sleek, exclusive visual identity for the hotel's premium venue, 'A Bar'. Crafted a minimalist, high-impact logo and curated a refined palette of colors, textures, and typography that elevated the guest experience across luxury menus and physical touchpoints.
The Amstel Lifestyle Magazine (Concept & Strategy): Engineered a graceful blend of classic elegance and modern luxury. Shifting away from standard corporate collateral, this publication was designed to evoke a deep desire to experience the hotel's royal service first-hand.
Editorial Layout & Storytelling: Directed the complete design, layout, and production of the inaugural issue. Seamlessly woven together rich historical backgrounds, intimate profiles of the hotel's staff, and curated local insights, all anchored by breathtaking, inspiring photography and cinematic image pacing.
Sophisticated Materiality: Oversaw the entire print production and asset realization process, ensuring premium paper selection, exquisite typography grids, and flawless finishing that align with international high-society standards.
Role: Executive Creative Director & Brand Identity Designer
Contribution: Brand Strategy • Creative Concept • Brand Identity • Logo Design • Art Direction • Visual Systems
