D002 → Heath

March–April 2024


A complete branding system for a proposed Inn and Lounge in the Great Smokey Mountains. 

After choosing to design for an Inn in Wears Valley, TN, doing rigorous market research, and choosing the name Heath, I proposed three different design directions. Each idea has a different value set, relies on a different kind of branding system, and draws from their own moodboard. See more about each preliminary idea below. 



After peer and professor feedback, I decided that an upscale, contemporary Inn would be unique in the existing hospitality market and provide compelling visual references. I expanded on one of the monogram-forward ideas proposed and developed the branding alongside print and digital collateral. 




An ad reel created to introduce the Heath to customers through motion. 




An embossed business card for the Inn; simple, sleek, and rich to the touch. 



A tear away notepad for guest rooms. 

Typeset in Prophet and Whyte Mono.