Pacifica Hotels
Pacifica Hotels handed a two‑person creative team a freshly drawn logo and a half‑built website, then asked us to solve two needs at once: (1) shape a full corporate identity that reflects the company’s coastal‑lifestyle ethos, and (2) support 36 managed hotels each with its own story, venue mix, and marketing demands. As lead designer, I built a cohesive corporate system while delivering day‑to‑day assets for properties ranging from boutique surf inns to rooftop‑bar resorts.
Deliverables:
36 brand sheets, 4 campaigns, corporate brand identity development, 6 brand identities, endless hotel assets.
Pacifica Hotels
Brand Identity
2020–2021
approach
Audit & Extraction
• Studied the new logo and web comps to pull usable cues like grid, color accents, micro‑interactions that could flex from investor decks to team celebrations.
Corporate Build‑out
• Established a typographic hierarchy, color harmonies, icon suite, motion rules, and brand narrative in collaboration with senior marketing leadership.
Property Playbooks
• Authored guideline sets for 36 hotels plus sub‑brands (restaurants, pool lounges, event venues), each tuned to local vibes yet anchored in overarching brand DNA.
Template Ecosystem
• Designed print, digital, and experiential templates in Figma and Adobe libraries; trained on‑site staff so collateral could be produced without corporate bottlenecks.
Iterative Partnership
• Ran weekly sprints with leadership and property teams, refining copy and visuals to keep rollouts fast, accurate, and on‑brand.
