A brand built from the inside out:
1
Identity & Voice
Working alongside the branding agency, I helped shape a brand platform grounded in wit, warmth, and creative independence. The Catbird name and persona were developed to be memorable and ownable — a character guests genuinely want to spend time with.
Visual language, tone of voice, naming conventions, and design systems were built with coherence across every channel: from the website to the in-room experience.
2
Guest Experience Design
The brand had to live as much in the experience as in the visuals. I oversaw the curation of guest touchpoints — from the Playroom amenity program (bikes, cameras, outdoor gear) to the Plant Pals houseplant program — ensuring every interaction reinforced Catbird's personality.
Extended stay guests needed to feel at home in a way no standard hotel delivers. The experience design bridged that gap by turning practical amenities into genuine brand moments, including a magnetic collateral system that keeps the brand flexible and tactile throughout the property.
3
Brand Partnerships
An intentional partnerships program was built to extend the Catbird brand beyond the hotel's four walls. By collaborating with local and lifestyle-aligned makers, we developed exclusive custom spice blends and a curated retail offering available in-property — turning everyday amenities into branded, take-home experiences.
These partnerships deepened the hotel's connection to its community, reinforced the brand's independent spirit, and created additional revenue touchpoints that feel native to the Catbird experience rather than bolted on.
What we built
Brand Identity System
A full visual identity — logo, iconography, typography, color palette, and brand standards — designed to be distinctive, flexible, and expansion-ready.
Trademark & Concept Strategy
The Catbird concept was structured and trademarked for growth, establishing the brand architecture needed to scale beyond the Denver flagship. That foundation is already proving its strength — Catbird 2.0 is currently in development.
Guest Experience Programming
End-to-end curation of the guest journey: the Playroom gear-lending library, Plant Pals houseplant program, the Catbird kitchen, magnetic collateral system, and in-room amenity programs.
Brand Partnerships
Developed a curated retail and partnership program — including custom spice collaborations, Baggu bags, and in-hotel retail — extending the Catbird brand into tangible, take-home moments for guests.
Brand Voice & Messaging
Tone of voice guidelines, key messaging frameworks, and copy direction ensuring Catbird's personality landed consistently across all guest communications and external marketing.
Agency & Stakeholder Management
Directed and aligned the creative agency, Sage Studio, and ownership team — managing timelines, creative decisions, and deliverables across all workstreams.
A brand that landed
A Genuine Independent Voice
Catbird opened as one of the nation's most talked-about independent extended-stay hotel concepts — recognized not just for its design but for its personality. The original location feels authentic to RiNo without being derivative of it.
Trademarked for Expansion
The Catbird concept was built with growth in mind. The brand architecture, naming, and systems are legally protected and structured to support replication in new markets beyond Denver.
Experience as Differentiator
From the unique guest rooms to the Playroom, the experiential programming drives guest loyalty and distinguishes Catbird from both branded hotel chains and generic apartment-style competitors.