atmospheric
wayfinding for
an elevated
Resort Experience

2x4 developed a wayfinding and environmental graphics strategy for The Drew Las Vegas, a reimagined luxury resort balancing elevated hospitality with accessible experiences. The "Super Natural" concept paired refined luxury with organic materiality reflecting the desert landscape and Las Vegas energy. The wayfinding system organized navigation into three spatial layers: Ground (wayfinding elements throughout the journey), Horizon (consistent information visible in the distance), and Sky (iconic beacons suspended overhead).

Central to the strategy were stacked monuments—sculptural forms inspired by artists like Ugo Rondinone, Jose Dávila, and James Balmforth—combining raw and refined materials in precarious yet balanced compositions. These "stacks" served as navigational landmarks throughout the resort, each unique yet unified by textured stone and vibrant metal palette. The system guided guests to destinations while revealing unexpected discoveries along the way.

Studio: 2x4
Team: Michael Rock, Georgie Stout (Creative Direction); Leigha Denis, Florian Mewes (Design Direction); Dan Dittrich, Frank Mandell (3D Visualization)
Role: Graphic & Environmental Design
Year: 2019





About
Me


I am a creative director working across brand strategy, identity, and experience. Formerly at Bruce Mau Design, Local Projects, and 2x4 — now working independently across culture and commerce.

Co-founder of speaklow, a curated gallery in a historic Brooklyn brownstone featured in T: The New York Times Style Magazine.

Saigon — New York






What
I do


Strategy — I define what a brand stands for by surfacing its core tensions and building the frameworks that sustain it.

Identity — I translate the strategy into visual systems, rigorous in structure, nuanced in feeling, and refined through craft.

Experience — I extend the identity into physical space, shaping how the brand looks and feels across every surface and atmosphere.






Get
in touch


Available for select commissions and collaborations — a direct creative partner to founders and leaders, from first conversation through final delivery. If what you're building demands
both craft and clarity, I'd love to hear about it.

duyphamk@gmail.com



About Me


I am a creative director working across brand strategy, identity, and experience. Formerly at Bruce Mau Design, Local Projects, and 2x4 — now working independently across culture and commerce.

Co-founder of speaklow, a curated gallery in a historic Brooklyn brownstone featured in T: The New York Times Style Magazine.

Saigon — New York


What I do


Strategy — I define what a brand stands for by surfacing its core tensions and building the frameworks that sustain it.

Identity — I translate the strategy into visual systems, rigorous in structure, nuanced in feeling, and refined through craft.

Experience — I extend the identity into physical space, shaping how a brand is felt across every surface and atmosphere.


Get in touch


Available for select commissions and collaborations — a direct creative partner to founders and leaders, from first conversation through final delivery. If what you're building demands
both craft and clarity, I'd love to hear about it.

duyphamk@gmail.com