Brand Strategy | Brand Identity | Hospitality Experience
Software: Adobe Illustrator | Photoshop | InDesign | Figma | Procreate
Role: Brand Designer, Creative Strategist & Experience Designer
Friluftlys Resort & Spa is a conceptual luxury retreat inspired by the Scandinavian philosophy of friluftsliv—the belief that time spent outdoors is essential to wellbeing. Translating to "open-air living" or "life in the outdoors," Friluftlys reimagines luxury hospitality through immersive nature experiences, Nordic wellness traditions, and architecture that exists in harmony with the surrounding landscape. The identity blends refined minimalism with organic warmth, extending seamlessly across physical and digital touchpoints to create a cohesive guest experience rooted in stillness, sustainability, and authentic Nordic culture.
Developed as a collaborative branding project. This portfolio showcases my individual contributions.
Individual Contributions: Brand Strategy, Creative Strategy, Logomark Design, Hospitality Experience Design, Guest Journey Collateral, Digital Experience, Environmental Graphics & Wayfinding, Editorial Design.
PDF Snapshot | Welcome Guide | Process Book
Logomark designed by me. Final wordmark typography developed by collaborating team member.
Vila Spa naming, concept development, and mockups by me. Vila Spa logo designed by collaborating team member.
