Brand Strategy | Brand Identity | Hospitality Experience
Software: Adobe Illustrator | Photoshop | InDesign | Figma | Procreate
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.
Spec Work
Developed as a collaborative branding project.
Individual Contributions: Brand Strategy, Naming, Brand Identity, Logomark Design, Typography, Hospitality Experience Design, Guest Journey Design, Editorial Design, Environmental Graphics,
Christopher Conrad: Restaurant Branding & Marketing
Madelyn Ivy: Wayfinding, Environmental Signage & Brand Guidelines
Thais Caplain Saint Andre: Spa Branding & Marketing
Vila Spa naming, concept development, and mockups by me. Vila Spa logo designed by collaborating team member.
