I led the brand development for The Tuxon by IHG, with a focus on capturing Tucson’s eclectic, arts-driven energy.
Drawing from the city’s unique character, I developed a colorful visual identity and youthful tone that shaped the brand positioning, informed the interior design, and guided the overall creative direction.
Contribution: Brand Positioning, Creative Direction
To ground the creative direction, I developed a set of style studies that captured Tucson’s visual rhythm and cultural spirit.
From there, I explored how that same energy could translate into the interior spaces, informing choices around furnishings, materials, and the overall atmosphere of the hotel.
Those insights helped shape decisions around how the space would look and feel.
It’s been rewarding to see that vision come to life in a way that reflects the direction originally set.
Howdy from Tucson