fontainebleau

Fontainebleau

Where the setting becomes the story.

Guided by Morris Lapidus’s belief that “if you create the stage setting and it is grand, everyone who enters will play their part,” the rebranding of Fontainebleau Miami set out to revive not just a hotel—but a myth. With the original logo untouched, we rebuilt the brand around it, blurring the lines between past and present, elegance and spectacle.

In this updated exploration, we rethought the structure of the brand system using our current creative process—integrating generative tools and intuitive frameworks to explore how legacy and innovation can co-exist. The result is a refreshed blueprint for modern luxury: one that invites every guest to step into the scene and play their part.

Reframed Worlds—For most of my career, I’ve shaped brand worlds—narratives, systems, and creative codes—for names like Gucci, Lexus, Delta, Fontainebleau, The Cosmopolitan of Las Vegas, Shinsegae, and more. I revisited a few briefs, reframing them through new creative rituals—blending instinct, insight, and generative intelligence. These are the results.

Creative Brief