At Twelve Degrees, I directed the branding for Baylasun Hotel as Creative Director, shaping a luxurious and immersive identity for this premier destination in King Abdullah Economic City. The vision was to create more than a visual brand, to craft a holistic brand experience that seamlessly blends elegance with the hotel’s serene seaside setting and contemporary allure.

The visual identity was meticulously developed to exude sophistication, combining refined typography, a calming coastal color palette, and subtle design cues inspired by the sea and modern architecture. Beyond aesthetics, the work extended into designing every guest-facing touchpoint, ensuring each interaction, from arrival moments and signage to in-room materials and collateral, felt intentional, cohesive, and emotionally resonant.

By aligning strategy, design, and experience, the brand was shaped to feel calm, elevated, and timeless, reinforcing Baylasun Hotel’s position as a destination where luxury is experienced not only visually, but sensorially and emotionally.