Role: Logo design.Collaborativedesign and art direction on all other materials.
Agency: VSA Partners
Photography: Dana Neibert
he Breakers Hotel in Palm Beach was a milestone project that continues to shape how I approach brand work today. With many moving parts, including a complex sub-brand architecture, the challenge was to distill the hotel’s many truths into simple, compelling benefits that spoke directly to its most valued guests.
The result was a comprehensive foundation for the brand: a redesigned identity, a refined tone of voice, and a brand book that codified both. From the logo to the website, mobile experience, and hotel collateral, every touchpoint was designed to reflect a timeless sense of luxury and clarity.
What I carry forward from this project is the importance of balancing heritage with modern relevance. The experience sharpened my ability to translate complexity into simplicity, and to create brand systems that are not only beautiful but enduring:tools that empower a brand to evolve with confidence.
Lesson learned: Great branding doesn’t just solve today’s challenge, it creates a foundation that lasts.