Branding

The Dérive

The Dérive reimagines the hotel experience for travelers seeking authentic cultural immersion—combining seamlessly integrated tech with a rotating residency program that showcases local artists and culinary talent. Inspired by the spontaneous nature of a dérive, our design system draws from American artisan traditions like quilting, using bold geometry and regional symbolism to create a visual language rooted in place.

Internship Project at Prophet
Brand Designer: Zeta Cruz
Brand Voice: Savannah Vold

MmuseumM

Challenged to re-approach an already existing brand/logo, this direction maintains the emphasis on the objects while visualizing ads and brand applications centered around the purpose of the brand.

Academic Work
Brand Designer: Zeta Cruz

Misfits Market

“Tell the audience our brand’s truth, but make it sound like you’re talking to a friend.”

Academic Work
Art Director, Copywriter and Designer: Zeta Cruz

THERE’S NOTHING TO BE ASHAMED OF

The BAM

It's time for a refresh. This direction utilizes a color system and tailored blending modes to represent the intersectionality of vibrant performances and constant innovation at the BAM.

Academic Work
Brand Designer: Zeta Cruz

Ease

Lettering Design to showcase that Ease is here to soften the edges, to replace tension with curiosity, and to inspire a world where closeness isn’t something we struggle to find—it’s something we ease into, together.

Academic Work
Brand Designer: Zeta Cruz

Article

Website redesign for a responsive and interactive interface. In addition to a new 3D AR mapping experience which allows consumers to experience the product before purchasing.

Implemented UI/UX Design
Academic Work
Team: Zeta Cruz

National Park Services App

Maximizing accessibility among users with diverse physical abilities, all while encouraging community for all travelers.

Implemented UI/UX Design and Brand System
Academic Work
Team: Zeta Cruz, Lillianna DeGuiceis, Ana Sofia, Maria Morocho

DIG

DIG’s purpose is to nurture healthy communication and connection in person or online.

Implemented UI/UX Design
Academic Work
Team: Zeta Cruz, Lillianna DeGuiceis