Worked with hoteliers to build a new kind of business casual, luxury hotel brand within the Choice Hotel family. Playful, casual and targeted to millennials. Participated and helped develop strategy and branding concept. Extended and developed luxury lifestyle tone and feel to a set of brand guidelines. Art directed ad campaign and hotel elements.

Photography: Amanda Marsalis / Writers: Joe Pistone, David Bonner, Danielle Sirk / Designer: Jessica Painter