Courtney
Hopkins

Missing Hotel is a remote hospitality property in the Texas Hill Country built as an immersive landscape experience. I developed the complete brand identity system from the ground up—visual language, personality, and every surface the brand lives across, from the logo to the property gate.

The brand doesn’t compete with the landscape. The wordmark and symbol were designed for clarity at distance and durability across CNC-routed metal signage, print, and embroidery. Each shelter carries a custom symbol derived from the Missing “M,” used across wayfinding, property maps, and navigation. Guests don’t stay in numbered units—they inhabit a feeling.

Printed guest guides, branded merch, and the property’s physical signage system all extend the same visual logic. A brand that functions as a complete system across every touchpoint.

Terra Wellness needed a brand identity that could hold across a wide and growing product range—tinctures, pellets, acupuncture tools, and print collateral—without losing coherence at any scale.

I developed the full visual identity: logo, color system, typography, and a label design language built around information hierarchy at small scale. The challenge was keeping clinical precision while maintaining the brand’s warm, grounded tone. Every label reads clearly. Every product feels like part of the same family.

Five years of environmental design and internal communications work at a 5-million-square-foot Amazon fulfillment center with 4,000+ employees. The scale of the work demanded systems thinking as much as design craft—everything had to work at warehouse scale, in multiple languages, for an audience that never stops moving.

Work spanned large-scale wall graphics and branded installations, workplace culture campaigns, operational signage, safety communications, emergency facility maps, and the full PXT (People Experience & Technology) environment: wayfinding, orientation materials, and department-level visual systems. High-volume, deadline-driven, and unforgiving on execution.

The Westerly is a Toronto restaurant serving classic Canadian comfort food. Their printed materials had been built in-house over time and no longer reflected the quality of the place. They wanted evolution, not reinvention—I redesigned the full suite of menus and collateral, keeping the warmth of what they’d built while making it feel intentional.

The East Room is The Westerly’s companion bar. A distinct identity built on geometric pattern and three triangles, expressed across fold-out menus, tap markers, and interior signage. The wooden tap board with interchangeable cards became the signature piece—a print system that could keep pace with a rotating draft list.