20/Twenty — Independent Editorial Design Study
Editorial Design · Brand Storytelling · Visual Systems
This independent editorial study explores the development of a modern hospitality and lifestyle brand through long-form visual storytelling. Designed as a conceptual brand book, 20/Twenty presents a fully realized narrative system — balancing typography, imagery, data visualization, and experiential photography to simulate a real-world brand launch.
The project demonstrates the development of scalable grid systems, typographic hierarchy, image pacing, and modular layout frameworks used to communicate brand positioning, food and beverage programs, and lifestyle environments.
This study was created to explore premium hospitality branding and to showcase editorial system design, art direction, and print-ready production workflows.
Role: Creative direction, layout systems, typography, art direction, production
Scope: Editorial concept development, visual system design, brand narrative
Deliverables: Concept brand book, layout systems, print-ready editorial spreads
Channels: Print, brand presentation, lifestyle marketing
Brand Overview, Digital Presence & Outdoor Pavilion Experience — Concept development and editorial brand system design for a modern hospitality destination. This opening spread establishes brand tone, digital hierarchy, and outdoor pavilion experience — defining the destination’s identity across physical and digital touchpoints, from website presence to open-air dining environments.
Culinary Direction & Experiential Brand Narrative — Editorial exploration of food, beverage, and plating direction used to define the emotional and sensory tone of the destination. Layouts translate culinary storytelling into brand language — shaping the property’s experiential personality and supporting merchandising, marketing, and leasing alignment.
Interior Hospitality Experience & Spatial Storytelling — Conceptual interior environments designed to communicate architectural mood, materiality, and guest flow. These layouts translate spatial experience into leasing-ready storytelling — supporting tenant vision alignment and experiential positioning across key hospitality spaces.
Concept Vision & Experiential Positioning — Introductory concept spread establishing the project’s creative direction, audience positioning, and experiential intent. This layout defines the emotional, architectural, and lifestyle vision of the destination — setting the narrative foundation for hospitality programming, culinary curation, and brand storytelling across the full environment.
Concept Vision & Experiential Positioning
20/Twenty was conceived as a modern hospitality and lifestyle destination rooted in atmosphere, sensory storytelling, and elevated everyday rituals. The brand explores the intersection of culinary culture, architectural environment, and experiential design — crafting a destination that feels curated, intimate, and aspirational.
The editorial system establishes a visual language that balances refined typography, cinematic photography, and restrained composition to guide the reader through a layered brand narrative. Each spread functions not only as a presentation of offerings, but as a pacing tool — allowing space, hierarchy, and imagery to shape emotional response and perceived brand value.
Throughout the book, layout systems are intentionally modular and scalable, supporting consistent brand expression across dining programs, bar environments, digital platforms, and marketing collateral. Image pacing, typographic contrast, and grid discipline were developed to simulate real-world brand rollout — from concept launch materials to consumer-facing lifestyle content.
The result is a fully realized brand storytelling framework that demonstrates how editorial design can serve as both a strategic positioning tool and a conversion-driven marketing system for modern hospitality brands.