Client: The Encinitan Hotel & Suites
Role: Executive Creative Director

I led the creative vision for the rebrand of a Best Western hotel in Encinitas, California, as it transitioned into an independent property with a distinct identity and digital presence. Originally envisioned by the architect in the 1980s as “The Encinitan,” the hotel never opened under that name. The owners wanted to revive the architect’s original concept and establish a community landmark that would stand out in the competitive hospitality market of northern San Diego County.

Our objective was to develop a brand platform, identity, website, and room naming system that would allow the hotel to leave behind the Best Western brand, foster a strong sense of community, and attract guests seeking a premium, coastal experience.

Drawing inspiration from the hotel’s location and Encinitas’ deep connection to the ocean, I guided the creation of a brand platform that felt timeless yet fresh. As part of honoring the hotel’s history, we redrew an old illustration from an early ad for the property—showing two sunbathers relaxing in front of the hotel—and used it as a graphic element throughout the identity. This illustration became a subtle, nostalgic nod to the past, layered into a modern visual system.

With the brand platform and identity established, we designed a modern, streamlined website that showcased the hotel’s ocean views and provided a seamless user experience—balancing storytelling, utility, and visual appeal.

The result was a successful rebrand of the property as The Encinitan Hotel & Suites — a distinct, community-driven brand designed to resonate with Zoomers, Millennial families, and surfers for years to come.