Graduates
Back to Projects

Phoenix Wong

BFA in Graphic Design — Graphic Design
Course:
GPRT-402-03: Advanced Print Studio
Faculty:
Annie Huang Luck
Term:
2025 Spring

CASONA SFORZA

The rebrand of Casona Sforza draws from the hotel’s bohemian architecture and the spirit of bohemia itself. Rooted in artisanal craftsmanship, natural textures, and cultural expression, the identity creates a relaxed and grounded sense of hospitality. Casona Sforza becomes a restorative retreat that honors both tradition and nature.
Process:

I began by studying Casona Sforza’s architectural philosophy, the curved arch forms, and its emphasis on artisanal craft and natural tranquility. From this foundation, I explored multiple visual directions that merged bohemian softness with refined luxury. Through iterative sketching, color studies inspired by Oaxaca’s landscape, and experiments with typography reflecting hand-made sensibility, I built a flexible identity system that honors both the hotel’s design ethos and its intimate guest experience. The final direction was refined through testing across touchpoints—print, digital, signage, and environmental applications—to ensure the brand felt warm, serene, and rooted in place.

Learning Outcomes:

This project strengthened my ability to translate architectural and cultural research into a cohesive visual language. I learned how to balance minimalism with rich materiality, develop brand systems influenced by physical environments, and design with emotional tone as a guiding principle. It also sharpened my understanding of hospitality branding and how identity extends beyond graphics into atmosphere and spatial experience.

Project Website:
https://phoenixwong.org/casona-sfroza
Tags:
Branding