Striving to bridge the divide between the brand’s French heritage and New York’s modern edge, Baccarat Hotel New York asked for an elegant twist with edge for the Hotel’s branding. I lead a team of designers and copywriters to leverage the brand’s iconic red and the Hotel’s interior design and experience, resulting in a 360 degree look and feel across the Hotel’s physical and digital assets. I worked with the internal design team to identify the brand’s voice as well as its look and feel.