TINA CRAIG

Please allow me to introduce myself.

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Project Manager + Designer + Photographer


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My Life's Work

(or at least some of it)


hard rock hotel branded collateral

Rooted in the rock 'n' roll spirit, Hard Rock takes pride in delivering authentic experiences - from tattooed front desk staff to walls lined with music memorabilia and unique amenity programs available only at Hard Rock Hotels. In 2015, we redefined the in-room experience by developing nearly 50 pieces of branded collateral - witty and beautifully designed, with subtle nods to the brand differentiator: music. My role included collaboration with operations, marketing, housekeeping, purchasing, and vendor partners to find the balance between function, economics, and aesthetics. I spent as much time in Excel creating cost comparison analysis as in InDesign adjusting production specs, and even more working with global hotel partners to ensure each piece met brand standards and fit within each property's budget.

Creative Direction by Linda Nelson.  Design and Copywriting by OMFGco.

Connecting People Through the Power of Music

The Hard Rock brand guide was in much need of a facelift. Together with Hard Rock's VP of Creative, Senior Creative Director, and FutureBrand, I provided art direction, photography, and copy editing to bring this project to life. Currently, we are collaborating with Anson-Stoner on an interactive digital version of this book, expanding on specific brand-defining elements - logos, color palettes, photography standards, and brand voice.


Invitations

Lake Nona Golf & Country Club has attracted a vivacious community of members and residents who enjoy a wealth of social and recreational amenities. Each year, the club hosts multiple lavish events in which they spare no expense. During my time at Tavistock Group, I designed all of the invitations and collateral for these events.


Hard Rock Heals Foundation

The Hard Rock Heals Foundation exists to improve lives through the power of music. With the Hard Rock Heals Suite at participating Hard Rock hotels, 15% of room rates benefited partner organizations engaged in music philanthropy - and in turn, visitors received for the duration of their stay an iPad loaded with a curated relaxation playlist and meditation class, custom JBL speaker,  and Manduka yoga mat. My role in this project included photography and art direction on the collateral, editing direction on the meditation video, and collaborating with our partners to ensure brand alignment.


Isleworth Collegiate Invitational

Founded in 2003, the Isleworth Collegiate Invitational is known as college golf’s major championship. The tournament is played at Isleworth Golf & Country Club, on one of the most prestigious courses and communities in the world, and features 15 of the nation’s top college golf programs. I designed the journals, brochures, lanyards, and signage for this event for three consecutive years.


VIP Investor Presentations

From design & development to brand marketing, operations support to technology integration, Hard Rock has curated a master plan that ensures that each and every property is successful. In collaboration with SunDance Graphics, I directed the production of this custom VIP presentation box, which contains the brand introduction book, global hotel directory, six development manuals, and custom foam cutouts for additional collateral items.


All Things Photography

During my time at Hard Rock, I have photographed epic concert festivals, intimate jam sessions, global culture, fascinating people, and more than five thousand pieces of memorabilia (self-proclaimed world's premier guitar photographer). These images have been used across all mediums in advertising, social media, and on property at Hard Rock locations worldwide.


Passion Projects

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Work Experience

Hard Rock Hotels, Creative Manager

Hard Rock International, Photographer

Tavistock Group, Senior Graphic Designer

PGA Tour, Photography Assistant/Intern

 

 

 

Contact

tinahcraig@gmail.com
904.955.5461