Moxy didn't need reinventing. It needed growing up.
As Lead Senior Designer, I led the refresh of Moxy Hotels' brand identity across its full collateral suite, new voice, updated color palette, refined patterns, and a cleaner lightbox system that retained the brand's playful energy while giving it a more modern, inclusive edge.
‍
The brief wasn't to change what made Moxy, Moxy. It was to make it hit harder. The team directed a brand photoshoot to anchor the new visual direction, and developed comprehensive brand style guidelines to ensure consistency across every property and market. Every decision was calibrated to feel like an evolution, not a departure.
‍
Off the back of the refresh, Moxy partnered with Sanctuary, the astrology and wellness platform, for a co-branded campaign activation. We developed a bespoke visual identity for the partnership, rolling it out across on-property collateral and a series of influencer events , translating two distinct brand personalities into a single, coherent creative system.

2024

Art Direction
Visual Identity
Branding