PROJECT GOAL
For this collaboration with JWU’s nutrition program, our goal was to develop a complete brand identity for Kuleana Hospital, a hypothetical healthcare facility on Oahu, Hawaii. The hospital’s nutrition team needed a cohesive suite of touchpoints—including a logo, patient menus tailored to a specific disease (kidney disease), comment cards, informative tray mats, and an in-depth trifold brochure—to support their dietary program and reinforce the Hawaiian sense of place.
Design Tools
Adobe Illustrator
Trotect Laser Engraver
Spray Paint
Wood Glue
Matt Finish
Skills Used
Brand Identity
Illustration
Laser Engraving
Painting
Construction
CONCEPT
Inspired by the organic forms and layered landscapes of Hawaii, I envisioned the logo not as a single surface but as a dimensional composition. I broke the logo into distinct visual elements and used laser cutting and engraving to separate and highlight these layers. By working primarily with richly grained wood tones and varying the depth of cuts, I was able to bring subtle texture and contrast to the design. The result is a piece that balances sharp geometric precision with the warmth and rhythm of natural forms—bridging modern branding with artisan technique.
