As the Design Director and brand design lead at EGG Office, I worked with the team at Montage Hotels to establish a new brand identity for Pendry Hotels + Resorts as their portfolio grew from one location to more than 12.

I took the approach to refine their existing logomark to the structure of the letterforms in order to clean up the mark, giving it an appropriately timeless and sophisticated feel, then adding back serifs to yield an elevated, custom brand mark.

Grounded in the idea of new luxury and “Know Thyself”, we landed on the idea of a rose for the submark, a symbol of welcome and hospitality. Stylized timelessly, both the mark and the submark live harmoniously across applications and continue to breath fresh life into each of their locations.

I designed and produced layouts for their new branded suite included style and brand guidelines, photographic art direction and creative development for their on property amenities including spa and bars across locations.