I led the project from concept to execution, creating the brand identity, visual language and a suite of room-based and guest-facing collateral. This included naming development, logo design, colour palette, typography, signage concepts and branded touchpoints such as menus, door hangers, merchandise and wayfinding elements.

The identity balances retro charm with contemporary refinement. I developed a warm, sun-faded colour palette inspired by desert landscapes and mid-century interiors, paired with bold yet friendly typography. The logo mark uses simplified, graphic forms to reference rest, movement and destination — reinforcing the idea of pausing mid-journey.

The system was designed to be flexible across physical and digital applications, with particular attention paid to how the brand lives within the guest experience: from arrival signage and room details to casual, lifestyle-led merchandise. A sense of texture was used to ensure the brand felt tactile, welcoming and rooted in place.

The final outcome is a cohesive, adaptable brand system that repositions the roadside motel as an intentional, design-led destination rather than a functional stopover. Rest Point feels warm, confident and memorable, with a strong visual identity that carries consistently across signage, interiors and guest touchpoints - demonstrating how considered branding can elevate hospitality experiences at every scale.