Sheraton Hotels brand refresh

I led design exploration for Sheraton’s rebrand with a focus on attracting a new, more adventurous audience—what they called the “New Global Citizen.” I developed logo studies, refined color palettes, and created graphic treatments that balanced luxury with a youthful, modern energy. The goal was to evolve the brand into something dynamic and aspirational, without losing its heritage—inviting, elevated, and full of possibility.