BRANDING &
INTERIOR DESIGN
THE VIC
Traverse City, MI
Designed as a modern gateway to Northern Michigan, The Vic reimagines a former senior living facility as a 70 room boutique hotel just minutes from downtown Traverse City. Warm wood tones, and graphic textiles draw inspiration from the region’s forests and shoreline, creating a relaxed basecamp for travelers heading out to explore Lake Michigan, Sleeping Bear Dunes, and the surrounding wine country.
From contract to opening, the full repositioning—from exterior and interior design to FF&E and brand development—was delivered in just four months. Working within a defined budget and an accelerated schedule, the project required tight coordination between design, procurement, and construction.
Opening in early June, just in time for Traverse City’s peak summer season, The Vic returns the property to its original purpose: welcoming travelers with an aesthetic rooted in the character and pace of Northern Michigan.
MY ROLE Worked alongside client and procurement partner - Nathan Jans - to lead a comprehensive design of the interior and exterior including, but not limited to: vision boards, all FF&E selections, floor plans, elevations, 3D renderings, custom signage, and served as creative director to develop the brand and identity for cohesive brand alignment.
