What if checking into a hotel felt like arriving at a friend's house?
Overview
The Julian is a boutique hospitality concept inspired by slower travel, thoughtful hospitality, and the small details that make people want to come back.
Designed as a complete brand system, the project explores how identity extends beyond a logo into every guest touchpoint—from signage and printed materials to room keys, packaging, and photography.
Self-Initiated Concept
Creative Direction · Brand Identity · Experience Design · Photography
Stuff I Learned
Hospitality is remembered through small moments, not expensive ones.
Paper stock matters.
Designing a brand is easier when the experience comes first.
The best ideas usually come from paying attention while you're traveling.