W Presents is W Hotels’ global live music platform, created to bring the brand’s cultural point of view to music-led experiences around the world. It lives at the intersection of sound, nightlife, and community, reinforcing W as a place where culture and creativity come first.

W Presents Retreat was developed as a spinoff of the platform, focused on creativity, connection, and wellbeing. I was tasked with creating the complete brand and visual identity for Retreat, translating the energy of W Presents into a more grounded, wellness-driven design language without losing its cultural edge. Using the existing color palette as a starting point, I built a distinctly new visual system that felt calm, expressive, and intentional while remaining clearly W.

The identity was designed to work across both digital and physical spaces, from logo systems and motion to print, social media, and branded merchandise. The goal was consistency without rigidity, creating a flexible system that could support programming, storytelling, and experience-driven moments while feeling cohesive and considered at every touchpoint.