Current: Conceptual Hotel Brand Identity

Current is a conceptual brand identity for a hotel imagined within a historic London building known for its legacy of global exchange, creativity, and innovation. This passion project explores how themes like movement, connection, and transformation could shape a modern hospitality experience rooted in the building’s layered past. I developed the creative direction and brand design to reflect a space where stories, people, and ideas flow, using metaphor-driven visuals, a sophisticated tone, and atmospheric design elements to evoke both elegance and quiet energy. Though not a live project, Current showcases my approach to thoughtful, narrative-led branding in the hospitality space.