1 Hotels was built on a radical premise: that luxury and sustainability are not opposites, but the same thing pursued with enough conviction.

As Lead Senior Designer, I led the visual identity, motion, video, and art direction for a brand relaunch designed to position 1 Hotels against the dominant players in luxury hospitality, with a fraction of the budget and a far more compelling story to tell. The strategic foundation was distilled into three words: Where Nature Leads. My role was to translate that idea into a living, breathing visual system, one that worked across every guest touchpoint, from digital and social to in-property signage, campaign creative, and brand film. Every design decision was held against the same question: does this feel like nature led it here?

The result was a cohesive brand language that earned its place in a crowded market through clarity and conviction rather than noise. Since the relaunch, 1 Hotels has expanded into Nashville, Toronto, Copenhagen, and Melbourne. A brand that started as a challenge to the industry is now quietly setting the standard for it.

2023 - 2024

Art Direction
Campaign Creative
Brand Identity
Digital & Social
OOH Campaign
Media Delivery
Video & Motion