THE MOOD
HIGH-END | ART DECO | THE RITZ
FANCY | RESORT | LUX
the idea— Exclusive experiences. Inclusive access.
Echelon is a global luxury membership that redefines what it means to belong. Traditionally, high-end experiences—spas, resorts, private clubs, golf courses, wellness sanctuaries—are reserved for a select few. Echelon changes that narrative by offering curated access to world-class destinations and elite services through a single, seamless membership. It is the intersection of luxury and inclusivity: the belief that extraordinary living should be reachable, not restricted.
THE PROCESS—LOGO SKETCHES
The Echelon brand prompted a careful balance between Art Deco luxury and practical recognition. The mark needed to function as a refined badge. Something instantly identifiable at a distance and easily replicated across merch, cards, and small applications; so, excessive detail was off the table. While I initially explored incorporating a suit or a tie built into the letter 'E', those directions quickly became too complex, leading to early forms that lacked the elegance the brand demanded, making the opening phase of the logo process a thoughtful and challenging refinement.
THE epiphany—finalizing the logo
& brand direction
I had an epiphany that a simplified figure in a suit could become the foundation. Then, repeated and arranged to create something more dimensional and intentional. As the form evolved, it began to resemble a compass, a symbol of arrival, direction, and confidence. Few things communicate “you’ve arrived” more clearly than a compass, and by shaping it through the lens of Art Deco and adding a little gold, the mark naturally settled into a versatile, refined symbol that translates seamlessly across platforms.
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exceptional experience?
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