Tratto

The Marker Hotel sought to reposition its three-meal restaurant with a new identity that could stand out in a competitive San Francisco market while aligning with the hotel’s broader brand. The project required a clear concept that could unify naming, visual identity, and guest experience.

Develop a concept-driven identity rooted in narrative and place, partnering with interior design, marketing, and hospitality stakeholders to create a brand that could extend seamlessly across environment, collateral, and guest touchpoints.

I developed a brand identity grounded in modern Italian sensibility through a San Francisco lens, expressed through a mark-making system inspired by mural work and hand-drawn expression. This foundation informed the naming of Tratto and extended across menus, coasters, check presenters, and environmental graphics. Interactive elements encouraged direct guest participation, resulting in highly engaged touchpoints and visible guest interaction shortly after launch. I also concepted and directed an editorial feature with Supper Magazine, extending the brand narrative into an 8-page spread that reinforced themes of craft and creation.