HBA/Hirsch Bedner AssociatesSenior Designer HBA DNA
Nov. 2022 - Apr. 2024Santa Monica, California, United StatesManaged concept and brand development initiatives and crafted innovative branding strategies and
narratives for luxury hotels and retail establishments, including IHG Vignette, Fairmont, Grand Hyatt, Venetian, Wynn, Autograph, Marriott Tribute, JW Marriott and Hilton Tapestry collections.
I designed comprehensive visual identity systems, encompassing logos, brand books, 360-degree marketing campaigns and print collaterals. Developed signage and wayfinding systems for luxury resorts, such as Fairmont, Grand Hyatt and JW Marriott, from initial concepts and renderings to detailed design development drawings. Created engaging presentation deck designs and cultivated client relationships, effectively communicating designs and project progress. Key Accomplishments:
• Served as lead designer on high-profile projects, encompassing branding, signage design and
experiential graphic design. Played a pivotal role in conceptualizing and executing innovative design
solutions that aligned with the unique needs of each project, delivering designs that elevated visual presence and exceeded client expectations.
• Produced comprehensive brand books comprising brand narrative, location story and history, area
statistics and demographics, personas, market positioning, brand architecture, core brand pillars; and unique touchpoints including art, visual identity, social media design direction, print collateral and uniform concept.
• Designed signage packages, including signage concept design, material specifications, full wayfinding studies and plans, exterior and interior signage renderings, monuments, restaurant and club logos, directories, digital displays, directional and identity signs.
• Produced full design development drawings for each piece of signage in compliance with ADA and
building codes, coordinated signage packages for fabrication and city approval.
• Created custom murals and experiential graphics enhancing resort lobbies and public areas.