Shade Hotel

Shade Hotel is a boutique luxury hotel rooted in a relaxed coastal sensibility, with two locations in Southern California. Following 20 years in business, the brand underwent a refresh to feel more refined and contemporary while staying true to its laid-back, sun-soaked identity. The direction leans into soft neutrals, airy compositions, and a sense of quiet luxury that carries from digital to physical space.

For this project, I worked closely with an external agency and internal stakeholders to help shape the updated visual direction. From there, I developed and applied the refreshed identity across a full range of touchpoints, including menus, in-room collateral, signage, keycards, and digital assets, creating a cohesive experience throughout the guest journey.