Lucille Palm Springs
Reimagining a historic hotel property
Lucille Palm Springs marked the transformation of The Andalusian into a newly imagined hospitality identity. I led creative direction and brand strategy, partnering with long-time collaborator Marcela Avelar — artist, illustrator, and designer — to redefine the hotel’s identity and experiential touchpoints across the property.
Context |
Although the name may reference former hotel guest Lucille Ball, we deliberately avoided the expected Old Hollywood narrative common to Palm Springs resorts. Instead, we anchored the brand in the desert’s flora and fauna, the property’s Spanish Revival heritage, and the literal meaning of Lucille — “light in the grove.”
During renovation, overgrown foliage was cut back to reveal the original architecture and quite literally let more light in. That physical transformation informed the positioning. From this foundation, we developed an identity that reinterprets the property’s history through a contemporary lens — extending across brand guidelines, room naming, in-room artwork, signage, and digital design to create a modern, light-filled hospitality experience.
