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, 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. Shipping containers: modular-think Tatami mats. Natural wood: warm, grounding. Next, I chose fonts, and it all came together to create something a warm, structured brand with a sense of discovery.
THE BOOK
Offering Memorandum & Style guide
This was my chance to put my design skills to work; chopping up 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, and seeing it all come together was worth it.
Materials:
birch, front and back cover
stock paper
brass triple rings
WEB & SOCIALS
I pulled in adventurous, travel-coded language, rich wood textures, and bold pops of color to make Cargo feel like more than a place- it’s a night out, a weekend escape, a vibe worth getting lost in.
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
