BRANDING &
INTERIOR DESIGN
THE VIC
Traverse City, MI
A MODERN LODGE FOR THE NORTHERN MICHIGAN EXPLORER. Designed in tandem with the hotel environment, The Vic identity was created to feel inseparable from the guest experience itself—welcoming, grounded, and quietly distinctive with a hint of play. A slightly vintage mark paired with clean modern typography reflects the balance of nostalgia and simplicity found throughout the property. Inspired by Northern Michigan’s forests and shoreline, natural textures and graphic elements carry that character forward—positioning The Vic as a relaxed basecamp for travelers exploring Lake Michigan, Sleeping Bear Dunes, and the surrounding wine country.
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MY ROLE Designed logo, color palette, assets and curated supporting imagery to give context and direction to the identity.
