Managed concept and brand development initiatives and crafted innovative branding strategies and narratives for luxury hotels and retail establishments, including IHG Vignette, Fairmont, Grand Hyatt, Venetian, Wynn, Autograph, Marriott Tribute, JW Marriott and Hilton Tapestry collections.I designed comprehensive visual identity systems, encompassing logos, brand books, 360-degree marketing campaigns and print collaterals. Developed signage and wayfinding systems for luxury resorts, such as Fairmont, Grand Hyatt and JW Marriott, from initial concepts and renderings to detailed design development drawings. Created engaging presentation deck designs and cultivated client relationships, effectively communicating designs and project progress.Key Accomplishments:• Served as lead designer on high-profile projects, encompassing branding, signage design and experiential graphic design. Played a pivotal role in conceptualizing and executing innovative design solutions that aligned with the unique needs of each project, delivering designs that elevated visual presence and exceeded client expectations.• Produced comprehensive brand books comprising brand narrative, location story and history, area statistics and demographics, personas, market positioning, brand architecture, core brand pillars; and unique touchpoints including art, visual identity, social media design direction, print collateral and uniform concept.• Designed signage packages, including signage concept design, material specifications, full wayfinding studies and plans, exterior and interior signage renderings, monuments, restaurant and club logos, directories, digital displays, directional and identity signs.• Produced full design development drawings for each piece of signage in compliance with ADA and building codes, coordinated signage packages for fabrication and city approval.• Created custom murals and experiential graphics enhancing resort lobbies and public areas.

Led graphic design, pitch design and illustration projects utilizing Adobe Creative Suite, ensuring the creation of visually appealing and impactful deliverables that effectively communicated the organization's message and objectives. I generated interior design, furniture and signage design endeavors, from utilizing Sketchup and Layout software to craft functional and visually appealing spaces aligned with the organization's mission, to prototyping and overseeing final fabrication. Moreover, I crafted product design initiatives, conducting thorough research and developing innovative solutions to address the organization's specific needs and challenges.Key Accomplishments:• Played a pivotal role in selecting furnishings, fixtures and equipment (FF&E), as well as material specifications, enhancing the organization's facilities and creating inviting environments for stakeholders.• Produced 300 custom furniture design development drawings with precision and creativity, contributing to enhancement of the organization's physical spaces.• Authored 10 illustrated instructional manuals, each containing over 250 pages, to provide comprehensive guidance and support to stakeholders, streamlining processes and enhancing project outcomes. This initiative led to a threefold increase in production.• Designed several social media campaigns for multiple non-profits and events creating a steady attendance at fundraisers and campaign program events of 1,000 to 5,000 attendees every two weeks.

Headed the creative direction and management of the team, I guided team members through their roles and responsibilities with training seminars and hands-on training sessions until the unit was fully established. I conducted thorough quality assessments on all designs to ensure they met organizational objectives and adhered to branding and messaging standards. I established creative strategies and standards for graphic designs, illustrations, book designs and promotion to maintain a cohesive and compelling visual identity for the organization. Additionally, I created 75+ book designs and over 10,000 digital illustrations, demonstrating high quality and attention to detail in producing visually engaging and informative materials.Key Accomplishments:• Directed a team of staff members, providing guidance, mentorship and oversight to ensure the delivery of high-quality creative work, fostering a collaborative and productive work environment.• Produced over 10,000 digital illustrations for instructional use, contributing to the development of educational materials and resources to support the organization's mission and programs.• Executed logo design, book cover design, typography and photography, contributing to the development of a comprehensive and visually appealing brand identity for the organization.

I directed interior design, signage design, exhibit design, experiential graphic design and furniture design projects, ensuring alignment with organizational objectives and stakeholder requirements. Providing expertise in FF&E specifications and material specifications, I ensured the selection of appropriate furnishings and materials to meet design objectives and budgetary constraints.Key Accomplishments:• Produced architectural renderings of interiors and exteriors, providing stakeholders with visual representations of proposed design concepts and contributing to decision-making in the design process.• Designed and produced 50+ signage and experiential graphics, improving wayfinding and enhancing the organization's brand presence within its facilities.• Produced over 300 architectural renderings for interior and exterior designs visualized by industry standard design and material boards, aiding in visualizing proposed concepts.• Created full design development drawings for all rendered spaced including custom furniture and signage drawings used for fabrication.

Initiated marketing and design initiatives within hotel and restaurant sector to increase visibility and engagement. I conceptualized and executed various print design materials, including magazines, brochures, newsletters, flyers, 360 decks and menus, aiming to attract and inform patrons.Key Accomplishments:• Designed engaging magazines, newspapers and e-newsletters to effectively communicate promotions and news to stakeholders, fostering stronger connections and engagement with the organization's audience.• Managed event promotion materials, such as banners, posters and advertisements, increasing attendance and revenue for organization-sponsored events.• Developed event promotion materials, such as newsletters, banners, posters and advertisements, driving attendance and participation in organization events.