Translating SCP’s pillars into a considered system designed to scale with intention.
The Brief
Soul Community Planet (SCP) is a boutique hospitality brand built on the pillars of Soul (wellness), Community (connection), and Planet (sustainability). As the brand expanded across 10 properties, I was brought on to create cohesive design systems spanning advertising, in-room materials, wayfinding, maps, and restaurant menus—ensuring consistency while preserving each location’s individuality.
The Problem
As SCP grew, its brand expression became inconsistent across properties and touchpoints. While the philosophy was clearly defined, it wasn’t always clearly communicated. Guest-facing materials varied in tone, clarity, and usability. Wayfinding lacked cohesion. Internally, teams relied on one-off design solutions, slowing production and increasing inconsistencies.
The core issue: a strong brand without a scalable system to support it.
Team
- Graphic Design – Lindsey Prata
Areas of Focus
- Branding
- Wayfinding
- Print Design
- Advertising
Design Intent
The goal was to translate SCP’s three pillars into a functional, scalable design language.
Soul → create calm, spacious, and visually restrained layouts
Community → prioritize clarity, warmth, and intuitive communication
Planet → design for efficiency, adaptability, and reduced waste
I developed modular templates, clear hierarchy systems, and flexible guidelines that could be applied across all properties. The intent was to create a system that felt elevated and consistent, yet easy for internal teams to use and maintain.
Insight
Consistency alone wasn’t the solution—clarity was.
What emerged was a pattern: when information was simplified and structured with intention, the brand naturally felt more premium, more human, and more aligned with its values.
By reducing visual noise and standardizing key elements, the design could do more with less—supporting both guest experience and internal efficiency.
Result
The system brought alignment across all properties, creating a more cohesive and elevated brand experience.
Guest materials became easier to navigate and more intuitive to use. Wayfinding improved, reducing friction in the physical space. Internally, teams worked more efficiently with reusable templates, significantly reducing turnaround times and reliance on custom design.
Most importantly, SCP’s pillars, Soul, Community, and Planet, became embedded in the way the brand functioned, not just how it was described.
