What should hotel owners know about branding? It’s not a package of deliverables; rather, it’s the stewardship of the hotel’s identity throughout the project lifecycle. Branding is the first pivotal step in development, translating the owner’s goals into an actionable plan that delivers long-term ROI. As DyeLot’s director of branding, Gustavo Neri, details in this piece for Hotel Dive, branding provides the framework to answer the fundamental questions that shape a hotel’s design and operations: Who it is for, what it stands for and how it shows up in its market.

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Haruna Basica

Senior Project Designer

With nearly 20 years of experience in hospitality interior design, Haruna brings a thoughtful, client-focused approach to every project. She is dedicated to creating distinctive environments that not only resonate emotionally with guests but also support the operational goals of owners and operators. Her extensive portfolio spans luxury and branded hotels, boutique hospitality, residential developments, restaurants and bars, spas, and senior living communities. 

As a design leader, Haruna oversees projects from concept through completion, guiding multidisciplinary teams, managing schedules, and ensuring design excellence at every stage. She is known for her ability to balance creativity with practicality, delivering spaces that are both visually compelling and highly functional. 

Haruna believes that successful design is rooted in a deep understanding of place, brand, and user experience. By carefully considering every detail—from spatial planning to the layering of colors, materials, and textures—she creates memorable environments that reflect each project's unique story while exceeding client expectations. 

Project Experience:

  • The Peninsula Beverly Hills - CA, USA
  • The Ritz-Carlton San Francisco - CA, USA
  • Hilton Fort Lauderdale Marina - FL, USA
  • Hotel Villagio - Yountville, CA, USA
  • The Vintage House - Yountville, CA, USA
  • Hilton Los Cabos Beach Resort - Mexico
  • Sheraton Grand Seattle - WA, USA
  • Seraph Residential Tower - Salt Lake City, Utah
  • Mid Place Sendai Condominium - Japan
  • Olive & Sea Restaurant and Bar, FL, USA
  • Compass Restaurant,Yokohama, Japan 
  • EforeaSpa, Los Cabos, Mexico 
  • Splendidoat Rancho Vistoso - Tucson, Arizona, USA 

    Christian Menna

    Job Captain 

    With over 10 years of experience in architecture, Christian brings a thoughtful and well-rounded approach to hospitality, higher education, and institutional projects. As a Job Captain, he supports projects through all phases of design and construction, balancing design intent with technical knowledge and team coordination. 

    Drawing from experience in modern, contemporary, and classical architecture, Christian creates environments that are both functional and meaningful. Known for his strong presentation skills and collaborative approach, he excels at communicating design ideas and guiding projects from concept through completion. A bilingual English and Spanish speaker, Christian values clear communication and strong client relationships. 

    Christian is a recipient of the Most Outstanding Design Award from NewSchool of Architecture + Design, where he graduated as the top designer in his class. His passion for environmental psychology continues to inform his work, shaping spaces that positively influence the people who use them. 

    Brian Turcza

    Architectural Design Director

    Brian brings over 15 years of experience to DyeLot Interiors, leading complex architectural projects that bridge design vision with technical precision. He approaches each project as a dialogue between place, program, and experience, balancing clarity of concept with technical rigor. With experience spanning hospitality, multi-family residential, and adaptive reuse work, he creates environments that feel both intuitive and enduring, shaped by how people truly live, gather, and connect. His approach combines a love of craft, coordination, and context, always rooted in thoughtful, people-centered design.

    Hospitality Experience:

    • The Lake Club

    • Hoxton Hotel

    • Chief Executive Club

    • 800 West Lake Street

    • Hotel Bozeman

    Residential Experience:

    • The Ludlow Residences 

    • Woodview Apartments

    • No. 9 Walton Condominiums 

    Emily Layton

    Graphic Designer

    Emily Layton is a graphic designer and creative with a BFA in Graphic Design & Digital Media with action sports emphasis from Laguna College of Art and Design. Adept at aligning brand goals across formats, market trends, and consumer behavior, she translates insights into compelling visual narratives. Her experience spans corporate decks, brand books, and apparel collections—ensuring brand consistency, clarity, and impact. She values strong creative collaboration and brings a thoughtful, solutions-oriented approach to every project.

    Project Experience:

    • West Creative Agency, Costa Mesa, CA
    • Huntress Decor, San Diego, CA
    • La Jolla Group - O’Neill Irvine, CA
    • Gotcha Digital Design, Virginia Beach, VA
    • Veterinary Emergency Group Various Locations
    • Nostos Grocery Store Panama City, Panama
    • Tribute Hotel Nob Hill Albuquerque, NM

    Priscilla Bueno

    Interior Designer

    Priscilla is a Cal State Long Beach alumna with a Bachelor of Fine Arts in Interior Design. She has worked across residential, hospitality, nonprofit, and wellness sectors, with a focus on creating spaces that support emotional well-being and human connection.

    Influenced by her interest in psychology, Priscilla approaches design with a deep understanding of how physical environments impact how we feel, behave, and connect. Her work combines material sensitivity, spatial clarity, and user-centered thinking to foster environments that help people feel grounded and safe.

    From luxury spas to trauma-informed nonprofit spaces, she designs with a clear goal: to shape interiors that invite presence, foster restoration, and create a true sense of belonging.

    Project Experience:

    • Vintera Resort at Napa Creek, Napa, CA
    • DoubleTree Gilbert, Gilbert, AZ
    • Alexan Long Beach, Long Beach, CA
    • Alexan Arcadia, Arcadia, CA
    • Babyletto, Los Angeles, CA
    • Cozy Earth, Newport, CA

    Jen Khor

    Senior Interior Designer

    With a thoughtful and intuitive approach, Jen Khor brings strong expertise in hospitality design, as well as experience in retail, F&B, and corporate offices. Her user-centric, narrative-driven philosophy reflects local culture and context, creating spaces that feel relevant and resonant.

    Jen has a deep understanding of hotel brand standards and leads quality control for custom casegoods with high attention to detail. Sensitive to client needs, she communicates ideas through tools like BIM, AI, and hand sketches. Jen is passionate about crafting spaces that evoke emotion, inspire curiosity, and foster inclusivity with lasting impact.

    Project Experience:

    • Vintera Resort at Napa Creek, Napa, CA
    • Hotel De Novo - Tapestry by Hilton, Springdale, UT
    • DoubleTree Guestroom Prototype, Various Locations
    • Alexan Long Beach, Long Beach, CA
    • Alexan Arcadia, Arcadia, CA
    • Wild Greens, University of Arkansas, AR
    • Joybird Headquarters, Los Angeles, CA

    Melissa He

    Senior Interior Designer

    With years of experience in working on various project types, Melissa approaches each design as a new narrative, infusing storytelling, cultural context, and personality into every space. Educated in Fine Art in China and Interior Design at Cal State Long Beach, Melissa applies a detail-driven and research-based methodology to craft spaces that are both visually compelling and deeply resonant. Her approach reflects a belief that each project offers a chance to explore new voices and challenge convention, leading to designs that not only reflect individual identities but also support the broader community. She continues to evolve her design practice through collaboration, curiosity, and purpose, seeking to create spaces that adapt, grow, and inspire meaningful engagement.

    Project Experience:

    • Vintera Resort at Napa Creek, Napa, CA
    • Hotel De Novo - Tapestry by Hilton, Springdale, UT
    • Alexan Long Beach, Long Beach, CA
    • DoubleTree Guestroom Prototype, Various Locations
    • Alexan Arcadia, Arcadia, CA
    • Port of Long Beach, Long Beach, CA
    • Wolf and Shepherd, Manhattan, NY

    Chris Gorney

    Director of Procurement

    Chris is the Senior Director of Creative Sourcing and Procurement at DyeLot. A proven industry professional, he has worked with many of the world’s largest hospitality and development companies. He can speak to the entire lifecycle of design, development, and construction as well as contribute to the minutia of bespoke fabrication and production. Using an open-book and collaborative approach, Chris has the advantage of understanding the nuances of millwork, furnishing, and custom fabrication in order to reach a true-to-concept product. He brings with him more than a decade of experience working across multiple disciplines within the design industry.

    Project Experience:

    • Hotel De Novo - Tapestry by Hilton, Springdale, UT
    • Wayfarer Hotel, Los Angeles, CA
    • The Edwin, Chattanooga, TN
    • Downtown Marriott, Des Moines, IA
    • Lincolnshire Marriott, Lincolnshire, IL
    • Capitol District Marriott, Omaha, NE
    • The Ferrier, Temecula, CA
    • The Tin Building by Jean George, New York, NY

    Mathew Vo

    Senior Interior Designer

    As a designer with a background in both architecture and interiors, Mathew brings a layered perspective to every project. Drawing on experience across diverse project types—from hospitality and food & beverage to sports and retail—he crafts spaces that balance performance, beauty, and emotional resonance. Inspired by his interest in theater and production design, Mathew focuses on creating immersive environments that take users on a curated journey. His command of design technology and documentation tools, including BIM, allows him to navigate complex projects while staying grounded in storytelling and purpose-driven design. Mathew continues to find inspiration in context, culture, and narrative—translating them into built environments that leave a lasting impact.

    Project Experience:

    • DoubleTree Gilbert, Gilbert, AZ
    • Port of Long Beach, Long Beach, CA
    • Swing Set Productions, Long Beach, CA
    • Hotel De Novo - Tapestry by Hilton, Springdale, UT

    Ava Javaheri

    Senior Interior Designer

    With roots in a family of entrepreneurs and artists, Ava’s passion for hospitality design was sparked early—surrounded by showrooms and inspired styling sessions in her family’s furniture store. Today at DyeLot Interiors, she channels that lifelong aesthetic instinct into creating immersive environments that elevate the guest experience. Ava approaches hospitality interiors as both a visual narrative and an emotional journey, blending function with atmosphere in spaces meant to inspire, delight, and linger in memory. Her creative process draws on everything from global travel and museum exploration to cinematic set design, all feeding her pursuit of detail-driven, unforgettable spaces where people feel genuinely transported.

    Project Experience:

    • Vintera Resort at Napa Creek, Napa, CA
    • Hotel Maya, Long Beach, CA
    • DoubleTree Gilbert, Gilbert, AZ
    • Swing Set Productions, Long Beach, CA
    • Port of Long Beach, Long Beach, CA

    Chaya Juntara

    Procurement Specialist

    As a key member of DyeLot Interiors, Chaya is dedicated to collaborating with clients and vendors to deliver an exceptional experience marked by reliability, accountability, and integrity. Her primary focus is executing each project vision on time, ensuring top-tier quality, and managing the budget with precision. With deep expertise in sourcing and FF&E, Chaya brings a strong technical foundation that is essential to the creation of remarkable hospitality interiors and furnishings—the cornerstone of our procurement practice. She has worked alongside industry leaders in custom furniture, providing her with a wealth of experience. Her unique background in both interiors and procurement allows her to offer creative solutions that consistently exceed client expectations.

    Project Experience:

    • Vintera Resort at Napa Creek, Napa, CA
    • Hotel De Novo - Tapestry by Hilton, Springdale, UT
    • Hotel Maya, Long Beach, CA
    • DoubleTree Gilbert, Gilbert, AZ
    • Cliffrose Springdale, Springdale, UT
    • Nuri Steakhouse, Dallas, TX
    • The Tin Building by Jean George, New York, NY
    • Solis Park, Irvine, CA

    Adam Ford, NCIDQ

    Senior Interior Project Designer

    As a Senior Interior Project Designer at DyeLot, Adam leans on his expertise in interior design and theatrical storytelling to bring designs to life. Having extensive full-service and focused service hotel design experience, he is attuned to both branded work with Marriott, Hilton, and IHG and non-branded/independent projects. Adam helps create immersive and functional spaces that resonate with guests and elevate brand identities. His collaboration with hotel brands has honed his ability to blend aesthetics with practicality, ensuring seamless guest experiences and maximizing operational efficiency.

    Project Experience:

    • Hotel De Novo - Tapestry by Hilton, Springdale, UT
    • DoubleTree Gilbert, Gilbert, AZ
    • Where The Wild Greens AR, Fayetteville, AR
    • Camp Creek Golf Resort & Inn, Inlet Beach, FL
    • Hotel Cyrus, Topeka, KS
    • Delta by Marriott, Thornton Northglenn, CO
    • Tribute South Park, Austin, TX

    Brittany LeBlanc, NCIDQ, CID

    Senior Project Designer / Associate

    With a multi-disciplinary design and architecture background, Brittany continues to create unique user experiences for diversified projects. Brittany concentrates on designing spaces that provoke interest, emotion and encourage brand longevity. After studying interior design, Brittany continues to grow and expand her knowledge of interiors and architecture by working within both disciplines. Brittany’s experience comes from a vast range of industries including hospitality, food and beverage, retail, and experiential marketing.

    Project Experience:

    • Vintera Resort at Napa Creek, Napa, CA
    • Hotel De Novo - Tapestry by Hilton, Springdale, UT
    • Hotel Maya, Long Beach, CA
    • DoubleTree Gilbert, Gilbert, AZ
    • The Wilder's Lounge, Springdale, UT
    • Anu Restaurant, Springdale, UT
    • Wolf and Shepherd, Manhattan, NY

    Gustavo Neri

    Director of Branding

    Gustavo Neri serves as the Director of Branding, leading branding and signage/wayfinding campaigns for hospitality and residential projects Neri creates the narrative for a project before it begins – setting a strong aesthetic and identity for the project to ensure its message and character is carried through the life of the design process. Neri’s view of design is that it must be seen through the lens of the viewer, not the designer. One must take into account the experience of the person perceiving his work as they are guided through it, taking all elements into careful consideration and removing himself from the experience.

    Project Experience:

    • Hotel Indigo, Savannah, GA
    • DoubleTree Gilbert, Gilbert, AZ
    • Hotel Amarano, Burbank, CA
    • Glenmark Hotel, Glendale, CA
    • Eminence Boston Hotel, Boston, MA
    • Hilton Fort Lauderdale, Fort Lauderdale, FL
    • Alexan Long Beach, Long Beach, CA
    • Wolf and Shepherd, Manhattan, NY

    Krystle Fader, NCIDQ, CID

    Design Manager / Senior Associate

    As a Design Manager at DyeLot Interiors, Krystle brings over 15 years of professional experience in interior and architectural design to the team. With experience in a range of markets including food & beverage, multi-family housing, hospitality, workplace and healthcare, she brings her combined knowledge from each and is able to apply that to new project opportunities. With an education in interior architectural design and a passion for efficient solutions, Krystle has been able to grow into a leadership role managing projects from design concept though completion of construction.

    Project Experience:

    • Alexan Long Beach, Long Beach, CA
    • Alexan Arcadia, Arcadia, CA
    • The Monde, Scottsdale, AZ
    • Partake Collective, Long Beach, CA
    • Port of Long Beach, Long Beach, CA
    • Swing Set Productions, Long Beach, CA
    • Din Tai Fung, Various Locations
    • Fogo de Chao, Various Locations

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    Alex Kuby, AIA, WELL AP

    Associate Principal

    Alex is a licensed architect specializing in hospitality and experiential interior design, with a foundation built on years of practice across high-end hotels, branded environments, and lifestyle-driven residential spaces. His work is grounded in architectural rigor and elevated by a narrative-driven approach that shapes immersive, memorable experiences. With a deep understanding of design theory, construction, and project execution, Alex brings a holistic, strategic lens to each project—bridging spatial storytelling with operational excellence.

    Hospitality Experience:

    • Vintera Resort at Napa Creek, Napa, CA
    • Hotel De Novo - Tapestry by Hilton, Springdale, UT
    • Hotel Indigo - IHG, Los Angeles, CA
    • Grand Hyatt - Baha Mar, Nassau, Bahamas
    • Pullman Baotou, Baotou, China
    • Hilton Resort Wenchang, Hainan Island, China

    Residential Experience:

    • Perla Luxury Condo Tower, Los Angeles, CA
    • Watermark Assited Living, Westwood, CA
    • Alexan WestEnd, Long Beach, CA

    Jackson Thilenius, AIA

    Senior Principal

    As Senior Principal of DyeLot Interiors, Jackson operates at the intersection of strategy, design and implementation, driving innovative and authentic solutions to hospitality projects around the world. With over twenty-five years of practice in architecture and interior design, combined with a comprehensive understanding of the hospitality industry, Jackson collaborates with clients to establish project objectives which produce original designs and tailored brand positioning. Jackson has created a broad range of award-winning projects across the globe, leveraging his understanding of operational trends, local culture, and narrative-driven design.

    Brand Experience:

    Marriott
    Hilton
    Pacifica Hotels
    Hyatt
    Equinox
    Loews Hotels
    IHG
    Karisma Hotels and Resorts
    Oxford Capital Group
    Marcus Hotels
    Blackstone
    Radisson Hotels
    Starwood Capital