A Modern Luxury Brand Rooted in Timeless Symbolism

1. The Challenge

Sun Hill was seeking a memorable brand identity that could stand apart in a crowded luxury hotel space. The challenge was speed and clarity: develop a fully formed concept, narrative, and visual system within an extremely compressed timeline, while still grounding the work in audience insight and brand storytelling.

2. The Work

I developed the brand proposal in one day, delivering a complete identity system including logo, color palette, typography direction, visual concepts, and mockups. The brand story became the foundation of the work.

The Emerald Collection logo features a scarab beetle, a symbol of transformation, protection, and rebirth. Inspired by Cleopatra’s association with emeralds, the identity connects ancient luxury with modern indulgence. The scarab’s symbolism aligned with the hotel’s promise of renewal, escape, and elevated experience, creating a narrative that felt both rich and timeless.

3. Why This Project Matters

The Emerald Collection demonstrates how a clear narrative can anchor a luxury brand from day one. In a highly compressed timeline, the project resulted in a fully realized brand world with a strong point of view, cultural reference, and symbolic depth. The work shows how thoughtful storytelling, paired with decisive design systems, can create a memorable hospitality identity even at the earliest conceptual stage.