Project
Amara Resort and Spa
Overview
As a Senior Designer, I led a small team to refresh the visual identity for the newly renovated Amara Resort and Spa - a Kimpton Hotel located in Sedona, Arizona. The entire re-brand consisted of a new logo, identity guidelines, print collateral, in-room materials, and digital experience. In re-imagining the branding of this property, we wanted to create a warm, inviting, and tranquil experience for guests. Having been inspired by the red rock canyons and gorgeous sunsets of the area, the team and I created a bespoke typeface, developed a serene color palette, and designed all the brand materials to convey a peaceful retreat and luxury spa experience. We then injected a playful tone in the copy-writing and introduced a jackalope to add greater visual depth and to showcase the bold and whimsical style for which Kimpton Hotels are known. Lastly, we engaged with local artists to create unique furnishings and art pieces to extend the branding into the rooms and common areas of the resort.
