The Surrey
Patrons Club
The Surrey sought to refresh its exclusive Patrons Club, an invitation-only membership program created for local residents and VIP guests. The goal was to develop a more elevated identity that reflected the hotel's refined character while making membership feel personal, prestigious, and highly curated. By pairing refined typography with premium materials and thoughtful production details, the experience reinforced the exclusivity of the program while creating a memorable first impression for members.
Timeline
My Role
Responsibilities
Evergreen
from 2018
I developed a refined visual identity centered around a custom logo that unified the Patrons Club across digital and print. Premium finishes, including vellum and custom die-cut envelopes, elevated the invitation experience while remaining true to The Surrey's luxury brand.
- Typography & Layout
- Print & Digital Design
- Production Design
- Invitation Design
- Logo Design
PRINT + DIGITAL
The Surrey
Infatuation Campaign
Timeline
H2
2016
To celebrate being named the #1 hotel in New York City and the Continental U.S. by Travel + Leisure readers, The Surrey launched the Infatuation campaign. In the lobby sits a custom armoire by British artists Jimmie Martin, featuring the word "INFATUATION" spray-painted across its doors. The artwork captured both the creative spirit of the hotel and the excitement surrounding the recognition, making it the perfect visual anchor for the campaign.
The challenge was transforming this singular artistic detail into a cohesive visual campaign that could extend across guest touchpoints without losing the elegance and refinement synonymous with The Surrey brand.
My Role
Using Jimmie Martin's piece, I isolated the graffiti lettering from the armoire and recreated it as a scalable vector asset that became the foundation of the campaign. From there, we developed a flexible visual system that balanced the expressive energy of the artwork with The Surrey's sophisticated typography, restrained layouts, and premium finishes.
The resulting identity carried across emails, newsletters, invitations, keycards, and other guest-facing materials. Creating a bold yet refined campaign that felt authentic to both the artwork and the hotel.
Responsibilities
- Campaign Design
- Typography & Layout
- Print & Digital Design
- Production Artwork
- Brand Stewardship
- Vector Creation