In 2006, Sofitel Los Angeles underwent a multi-million dollar renovation offering a new minimalist design from Yabu Pushelberg and a more modern guest experience featuring a world-class spa, extensive meeting and event areas, a Kerry Simon signature restaurant, and Rande Gerber’s Stone Rose Lounge.

Sofitel Los Angeles previously existed, but had the task of re-introducing itself to the public amongst a highly competitive market. All aspects of the Sofitel offering had to be considered as well as the different products and touchpoints that constitute the brand of the hotel. I needed to retain elements strongly associated with the brand to make it easily recognizable, while simplifying the tone of the materials for a more modern, premium look.

I developed a system of printed and electronic collateral as well as advertising creative that reached out to the Sofitel audience with a fresh visual universe for every aspect of their offer.