Hilton LXR is a growing collection of independent luxury hotels in all corners on the world. Each hotel offers a truly unique guest experience, native to its place, history and tradition.

The hotels each have their own existing brand identity and individual story to tell, with the LXR brand acting as a unifying thread between each of the properties.

I was commissioned by London-based creative agency LOVE. to a unique illustration for one of LXR’s properties, Crockfords Las Vegas using the diagonal stroke of the X letterform within the brand logo as it’s canvas for a cohesive collection.

The illustration was launched together with LXR’s new Instagram account, creating a bespoke graphic system celebrating the different stories of each hotel.