Project
Resort Xperience
Resort Xperience is Westgate Resorts’ refreshed activity and entertainment program, bringing signature and seasonal experiences together to elevate the guest stay. As Creative Director and Art Director, I had the pleasure of creating the visual identity from the ground up—developing the logo, core concepts, color palette, typography, and overall look and feel. Led creative and art direction across advertising, environmental backdrops, and campaign concepts, while also designing select pieces and supporting execution as needed.
The system was rolled out across on-property print and digital materials, property websites, social media, and booking platforms, with layouts executed by Brand + Creative and Xperience teams using the established framework. The system centers on strong imagery, with brand colors pulled from photo headers and supported by property-specific color accents.
Deliverables
Brand identity | Signage & Wayfinding | Large‑Scale Plexis | Print Collateral | Social Media | Promotional Templates
Client /
Westgate Resorts
Role /
Creative & Art Direction
Design (select)
Case Study
The Challenge
Guest engagement with on-property offerings was inconsistent, and existing materials were fragmented across properties and seasonal campaigns. The goal was to shift perception from standard “activities” to elevated, memorable experiences while providing property teams with a flexible, scalable system. To ensure consistency, the system was maintained by Brand & Creative, with templates provided to property teams to manage event schedules and certain collateral items.
Creative Strategy
The strategic shift from “activities” to “experiences” became the foundation of the brand identity. The program aimed to inspire participation through immersive, guest-forward storytelling while creating a cohesive visual framework adaptable for individual properties. Key objectives included elevating perception, increasing engagement, and unifying seasonal and signature offerings under a consistent identity.
Visual Direction
A flexible visual system was developed, centered on immersive photography that captured authentic moments of guest engagement. Brand colors were dynamically drawn from photo headers to create vibrancy and cohesion, while property-specific accent colors preserved individuality within the master brand. A clean, modern typographic hierarchy ensured clarity across print and digital touchpoints. Campaigns, environmental backdrops, and advertising were directed to maintain a consistent look and feel, while select materials were designed and executed to support the system.
The Outcome
The Resort Xperience program transformed guest perception, elevating offerings from standard activities to premium experiences. Engagement on-property increased through a visually compelling, unified system. The framework proved scalable and adaptable across multiple properties, seasonal campaigns, and digital channels, delivering both consistency and flexibility for future growth.