Hyatt Centric
Brand, Identity, and Visual System Design
Role: Creative Direction, Brand Strategist, and Designer
Agency: RAY
This was an amazing first project with Ray, getting to work with a hospitality brand like Hyatt right out of the gate. Under the constraint that the primary logo and icon could not change, we revitalized Hyatt Centric through modern photography, adding fresh bright accent hues to the existing palette, and circular vignettes echoing the pin drop "C" icon.
The existing brand had four distinct color palettes that needed to be united thoughtfully, so I introduced a new primary sans serif typeface, a bold type only style design system, plus updated hairline rules, delivering a flexible, confident identity system unmistakably Hyatt Centric, only refreshed.
