Working across the hotel, restaurants and members' spaces, I helped develop a cohesive brand world that extended beyond visual identity. From brand positioning, hospitality concepts and menu creation to creative direction, copywriting, PR and guest experience, every touchpoint was designed to tell a consistent story.
By connecting hospitality, food, culture and community, the brand became more than a place to stay or dine—it became a destination with a distinct identity, creating meaningful experiences for guests, members and the wider creative community.
The Curtain Hotel & Members Club
Brand positioning — defining what a place stands for.
Hospitality concepts — shaping restaurants, cafés, bars and members' spaces around a clear idea.
Menu development — ensuring food supports the brand story, not just the kitchen.
Creative direction — visual identity, photography and spatial experience.
PR & storytelling — building cultural relevance and attracting the right audience.
Guest journey — creating a cohesive experience from discovery to departure.
Food and Drinks Experience
Shaped the food and beverage identity through menu development, brand positioning and creative campaigns, ensuring every dining experience reflected a cohesive story and guest journey.
Past Projects
Brand Partnership
Partnered with Penhaligon's to develop an afternoon tea concept, translating the brand's story into a memorable hospitality experience through food, design and narrative.
Creative Direction & Brand Concept
Developed the brand’s visual identity across photography, design, styling and storytelling, creating a cohesive look and feel across every touchpoint.
Cultural Programming
Curated cultural programming that transformed the space into a community destination, working with local artists, collaborators and partners to create meaningful experiences beyond hospitality.
Get In Touch
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