The ASK:
Create a hotel, retail, and dining destination made from shipping containers, proposed for East Nashville’s 3820 Dickerson Pike.
Present information in a bound book containing an offering memorandum and style guide using InDesign, and design hotel landing and booking pages and collateral.
Shew! This was a challenge. I wanted to create a brand that felt warm, modern, and distinctive. When I landed on wooden shipping containers, the project started taking shape.
Deliverables:
Hotel and venue branding
Printed & bound Offering Memorandum & Style Guide
Hotel collateral & merchandise
Social media strategy
Web Design: landing Page, booking Page
The idea hit me: East meets West. It worked with Cargo, one of my top name contenders. Modular shipping containers reminded me of Bento Boxes or Tatami mats, which lead my interior design direction. The fonts brought it all together to create a clean, warm, structured brand with a side of discovery.
THE BOOK
Offering Memorandum & Style guide
My chance to put my design skills to work; dissecting information, pulling out the good stuff, and turning a wall of text into something people actually want to read. I burned the midnight oil, but I learned a lot more about InDesign in the process.
Materials:
birch, front and back cover
stock paper
brass triple rings
WEB & SOCIALS
I pulled in adventurous, travel-coded language, rich textures, and bold pops of color to make Cargo feel like a hotspot destination for shopping, a night out, or a weekend escape.
PROJECT SCOPE:
Branding
Art Direction
Strategy
Web Design
Social Strategy
FONTS USED:
Header: Garamond Pro Bold
Body Copy: Work Sans Regular 9.5 pt
Numbers: PF Venu Medium
MERCHANDISE & COLLATERAL
