The Overlook
The Overlook
The Overlook
This concept brand explores how a resort can feel both grounded in nature and elevated in design. The challenge was to create a space that sits between summer camp and luxury retreat, offering guests a place to seek adventure, slow down, and reconnect with themselves and others. I approached the identity with a balance of rustic texture and modern clarity, pulling from real outdoor experiences like map symbols, trail markers, and National Park cancellations to build a sense of authenticity.
The visual system uses organic shapes, refined typography, and a neutral palette with a pop of coral to strike that middle ground. Every element, from the logo and color system to signage, stationery, and digital design, was crafted to support a guest experience that feels restorative, welcoming, and intentional. The result is a brand that speaks to people searching for connection, community, and a place where they can step away from the noise and write their own story.
Nestled between mountains and water, this concept brand reimagines what a modern resort experience can feel like—grounded in nature, elevated in design. The identity blends rustic textures with contemporary clarity, evoking the stillness of alpine mornings and
the warmth of a fireside evening.
From logo and color system to web and mobile design, every touchpoint was crafted to reflect the resort’s balance of adventure and serenity. Stationery, signage, and hospitality materials extend the brand into a tangible guest experience that feels both restorative and refined.
This concept brand explores how a resort can feel both grounded in nature and elevated in design. The challenge was to create a space that sits between summer camp and luxury retreat, offering guests a place to seek adventure, slow down, and reconnect with themselves and others. I approached the identity with a balance of rustic texture and modern clarity, pulling from real outdoor experiences like map symbols, trail markers, and National Park cancellations to build a sense of authenticity.
The visual system uses organic shapes, refined typography, and a neutral palette with a pop
of coral to strike that middle ground. Every element, from the logo and color system to signage, stationery, and digital design, was crafted to support a guest experience that feels restorative, welcoming, and intentional. The result is a brand that speaks to people searching for connection, community, and a place where they can step away from the noise and write their own story.
This concept brand explores how a resort can feel both grounded in nature and elevated in design. The challenge was to create a space that sits between summer camp and luxury retreat,
offering guests a place to seek adventure, slow down, and reconnect with themselves and others.
I approached the identity with a balance of rustic texture and modern clarity, pulling from real outdoor experiences like map symbols, trail markers, and National Park cancellations to build a sense of authenticity.
The visual system uses organic shapes, refined typography, and a neutral palette with a pop of coral to strike that middle ground. Every element, from the logo and color system to signage, stationery, and digital design, was crafted to support a guest experience that feels restorative, welcoming, and intentional. The result is a brand that speaks to people searching for connection, community, and a place where they can step away from the noise and write their own story.
Client:
Concept Project
Concept Project
Concept Project
Role:
Brand Strategy & Design
Brand Strategy
& Design
Brand Strategy & Design
Year:
Year:
2025
2025
2025
Persona and Stylescape
Logo
The logo draws inspiration from my love of stamps, from National Park cancellations to the Eki stamps I collected in Japan, capturing a sense of lived experience and personal journey. Its imperfect form reflects authenticity and exploration, while the refined typography adds clarity and sophistication. Together, they create a balance of rugged and elevated that expresses the resort’s sense of place and its commitment to connection, intention, and thoughtful design.
The logo draws inspiration from my love of stamps, from National Park cancellations to the Eki stamps I collected in Japan, capturing
a sense of lived experience and personal journey. Its imperfect form reflects authenticity and exploration, while the refined typography adds clarity and sophistication. Together, they create a balance of rugged and elevated that expresses the resort’s sense of place and
its commitment to connection, intention, and thoughtful design.
The logo draws inspiration from my love of stamps, from National Park cancellations to the Eki stamps I collected in Japan, capturing a sense of lived experience and personal journey. Its imperfect form reflects authenticity and exploration, while the refined typography adds clarity and sophistication. Together, they create a balance of rugged and elevated that expresses the resort’s sense of place and its commitment to connection, intention, and thoughtful design.
The logo draws inspiration from my love of stamps, from National Park cancellations to the Eki stamps I collected in Japan, capturing a sense
of lived experience and personal journey. Its imperfect form reflects authenticity and exploration, while the refined typography adds clarity and sophistication. Together, they create a balance of rugged and elevated that expresses the resort’s sense of place and its commitment to connection, intention, and thoughtful design.
