Designing Iconic Brand Values

A new class of culture icons for the Conrad Chicago Hotel.

Icon Design

The Challenge

The Conrad Chicago Hotel has a set of internal values that did not pair well with their existing set of stock icons. A cohesive redesign was in order, to be used for a wide variety of ways, like t-shirts, internal communications and more. We went with one color icons that would scale well, tailored to fit within the luxury brand that the Conrad is known for. Gold on black really sings. 


A new set of icons designed to strengthen internal culture communications.



Like most projects, a lot of effort into the ideation is put down on paper, giving the client a sense of the process. This informal structure at the beginning gives everyone involved a chance to push through the bad ideas more quickly, and more time is spent on the ones with legs. 

Screen Shot 2018-04-08 at 5.22.35 PM

Initial exploration in digital and freehand form.


Selected Works

HomeSpotter AppProduct Design

Deco Web AppProduct Design

Rifr Web AppProduct Design

100 Days of Palm TreesPersonal Sketching