Brief: In 2020, the Illinois Hotel underwent a major transformation, shifting from a gentlemen’s club into a welcoming, family-friendly sports bar. The design direction called for a Palm Springs–inspired theme, blending a playful, vibrant aesthetic with a sense of modern sophistication. Central to the new brand identity was the creation of a pink flamingo logo, capturing the hotel’s fresh, lively, and approachable character. My role included designing the logo, uniforms, external signage, in-venue posters and prints, menus, and lighters, as well as providing creative direction on the overall visual aesthetic to ensure a cohesive brand experience across every touchpoint.

New Logo