brand identity, creative strategy
newporter 26 — hyatt regency newport beach
brand design, art direction, product design
adobe photoshop, adobe illustrator, figma
The project explored how thoughtful branding can elevate hospitality experiences, transform underutilized spaces, and create stronger guest engagement through intentional design systems. The pitch was very well received by the Hyatt Regency ownership team, and the brand name was adopted immediately.
Partnering directly with the Hyatt Regency Newport Beach during a 5-day design sprint, my team reimagined how the hotel’s amenities and activations could be positioned as a cohesive, revenue-driving experience. As lead brand designer, I developed the visual identity for a new proprietary amenity initiative, designing the logo and full brand packet to establish a scalable sub-brand within the Hyatt ecosystem.
