Amalia at the Lennox Hotel

Client: Lennox Hotels

Tucked within the artfully restored Lennox Hotel in South Beach, Amalia is a Mediterranean-inspired restaurant imagined as more than just a dining destination—it’s a portal to a whimsical, curated world. I was brought on to create a brand identity that felt elevated yet playful, seamlessly aligned with the hotel’s modern bohemian aesthetic.

At the heart of the concept was a story I developed to give the brand its soul:
Amalia is a traveler. She rides a magical panther. She’s a socialite, daring and adventurous. Artistic by nature, she challenges convention and dares you to be different—because “normal” doesn’t make sense anymore. This imaginative mythology set the tone for everything from typography to color to layout. It gave us permission to lean into play, elegance, and the unexpected.

The visual identity was led by a wordmark with soft, Mediterranean-inspired letterforms, supported by an expressive graphic system that used an illustrative collage made of hand-drawn elements, and sun-washed palettes. Every brand
touchpoint—menus, signage, guest collateral, was designed to feel like a chapter in Amalia’s ongoing adventure.

The result was a brand world full of charm, style, and escapism.
A place where the guest doesn’t just dine, they step into a story.

Welcome to Amalia…