Riptide Hotel Brand Study


Concept, design, art direction, strategy

Riptide Hotel Brand Study


As a side project, I’ve challenged myself with a series of brand studies, taking the names of a variety of different songs and designing a full brand around them. This is the first in this series -- the Riptide Hotel, based on Vance Joy’s “Riptide.” Based on the feel on the song, I imagined a luxury surfside retreat, aimed at a younger demographic who identify with the active, surf lifestyle, but with high-end sensibilities.


I began this study by researching surf culture and drawing inspiration from vintage surf posters and memorabilia, as well as imagery that I felt represented the vibe of this fictional property. I sketched a wide variety of logo ideas based on this research, and then brought some of the more promising sketches into Adobe Illustrator to digitize them. After narrowing them down further and polishing those up, I eventually landed on a logo/mark with a custom typeface and modern feel, which is simple enough to be able to use across a variety of mediums. From there, I chose a complementary typeface for communications, and mocked up a homescreen for the website. To round things out, I designed a rack card as well as some additional branded items such as bathroom amenities and apparel.

To view the full brand study, please click here.