Design and Strategy
To position SSA for its next chapter of growth, we redefined its brand architecture, clarified its voice, and built a scalable system that could take the company to its next chapter.
SSA is a 50+ year hospitality company serving cultural attractions nationwide. Over time, growth across business lines and partnerships created complexity in messaging, visual identity, and internal alignment. The brand required a clearer architecture and stronger market-facing presence to support long-term growth.
The Challenge
Inconsistent visual expression
Blurred differentiation in a competitive hospitality landscape
Misalignment between internal culture and external messaging
Growing need for business line clarity
Strategic Approach
1. Clarified Brand Architecture
Defined SSA Group as the GTM brand to strengthen brand clarity and equity.
2. Refined Positioning
Shifted external messaging to own the Hospitality Experience Journey as a more human, market-facing articulation of SSA’s One Revenue Strategy.
3. Built a Scalable Visual System
Strengthened core color strategy
Modernized typography for clarity and flexibility
Created governance standards and usage frameworks
Developed templates and rollout tools for 90+ locations
4. Integrated Communications Ecosystem
Aligned internal, partner-facing, executive, and proposal communications under one cohesive brand lens — ensuring consistency across growth channels.
Implementation at Scale
The rebrand will be deployed across:
Business development proposals
Enterprise communications
Internal culture initiatives
Marketing collateral
Digital touchpoints
Governance documentation and team training
Market Impact
The result is a clearer, more confident market presence:
Stronger differentiation within the hospitality and cultural attraction industry
Improved proposal storytelling and visual clarity
Greater internal alignment around brand standards
A future-ready framework capable of integrating AI-driven tools and shared services growth
The SSA brand now operates as an ecosystem — aligning culture, communications, and revenue strategy under one cohesive expression.
Baseline Assessment
The existing brand had evolved organically, resulting in fragmented visuals and unclear hierarchy. Without defined system standards, execution varied across proposals, communications, and marketing materials. This limited usability, reduced visual impact, and made it challenging to present SSA as a unified enterprise brand.
My roles: Design
Collaborators: In partnership with SSA Group. All content is proprietary.