Pebble Beach Golf Resorts
2025
Collaborating with Partners in Crime, I helped modernize the Pebble Beach brand system — one of the most iconic luxury resort identities in the world — evolving its visual language for contemporary digital and marketing environments while preserving more than a century of brand heritage.
Working across identity, typography, color systems, and brand governance, I translated a historically print-driven identity into a flexible, scalable system capable of supporting modern digital platforms, hospitality experiences, and global marketing initiatives.
The refresh focused on systemization rather than redesign. The goal was to retain emotional familiarity while improving functional performance across modern touchpoints — from mobile interfaces to hospitality marketing and merchandise applications. In short, this was a really fun one.
My role
-
Redefined the core color palette to improve accessibility and digital consistency
-
Established a modern typographic system balancing editorial elegance with usability
-
Developed layout and composition principles enabling scalable marketing execution
-
Refined legacy brand marks for clarity across responsive and digital environments
-
Authored a comprehensive brand guideline ensuring long-term consistency across internal and partner teams
Results
-
Modernized a century-old brand system while preserving established visual equity
-
Enabled consistent brand expression across digital, hospitality, and marketing channels
-
Supported a globally recognized luxury destination hosting internationally broadcast events and championships
-
Contributed to the continued evolution of one of hospitality’s most enduring brands, founded in 1919
