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Amy Borg | Brand Designer

@aborgcreative

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Branding • Hospitality Design • Print + Web
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Haley & Bear 🐶📖 An Americana restaurant concept that’s meant to feel like vintage dust jackets and tells the story of two storybook characters: Haley and her dog, Bear. The silhouettes were hand drawn and inspired by antique lockets. Green evokes timelessness and hardback book covers, and is ever-so-lovely next to dark wood interiors. #restaurant #branding #hospitalitydesign #design #graphicdesign #logo #vintage by @aborgcreative
The definition of a dream client. I grew up in an A.T. Community in Western Virginia, 20 minutes from the ATC headquarters — where I later pitched this rebrand to a room full of board members. All through my middle school and high school years, my friends and I would hike the A.T., and many of my family members have created some of their most cherished memories along the Appalachian Trail. I had the honor of collaborating all last year with the team at the Appalachian Trail Conservancy to refresh their brand, giving them a modern identity that doesn’t feel lost in the vibrant brand landscape of 2025. One of the major misconceptions around ATC is that they’re a hiking organization. To combat that, the new logo emphasizes their role in wildlife conservation and Trail management — while still keeping the beloved A.T. symbol at its core (the iconic “AT” trail marker is not being replaced by this.) Some of the other changes include a new style of photography, system of brand textures, and typography standards. I was also lucky enough to be able to put my copywriting chops to use, introducing their new tagline, “Keep The Trail Alive,” and penning their brand manifesto. The repositioning places new emphasis on the often overlooked organization behind America’s most beloved Eastern Trail. 🌿 by @aborgcreative
Life update: I’m moving! I’ll be spending the next few months in the Big Apple!! Some people grow up dreaming about their wedding or their forever home. I dreamed about living here. I grew up right across the bay, taking the train into the city with my parents and staring in awe up at the lights. We have roots here. My Nonna came through Ellis Island. Raised her family in Brooklyn. My grandpa raced his carrier pigeons down those same streets, and my dad spent his early 20s “breaking night” in the city (surely up to no good). My parents met here, started their lives together here. When we were born, my dad shared his love for NYC with us — the way he would light up when we crossed into the city rubbed off on me. I know New York is loud and messy and chaotic — but it has always held this kind of electricity for us. It was home and love and family to my Dad. I’ve always felt that magic he showed me, and I always thought one day I’d find my way back. But life had other plans. I moved farther away instead of closer. For a long time, I told myself I was okay letting it go. But I wasn’t. I felt sad. Like I’d let down my younger self, or given up on something important to me. So I decided to go for it, because it clearly mattered, all these years later. The timing feels like a small miracle. I’ll get to be close to my family again for the first time in 20 years — my uncles, my cousins, and my grandpa, one of my favorite people in life. He’s been fighting a terminal illness for three years, and being just a train ride away is bonus time I’ll never take for granted. And as if the universe wanted to add one more bit of magic: I’ll be living in the heart of the city for the holidays, right in between the famous Macy’s & the Empire State Building. (Ask me how I feel after surviving the crowds.) I’m terrified. I’m excited. But mostly, I’m just so damn happy that in a little over 24 hours, I’ll be looking up at those lights again — knowing I didn’t give up on one of the only things my young self dreamed about. This one’s for her. 📸 Photo creds: @ethanbarber.co by @aborgcreative
Some more shots from the first brand concept for Haley & Bear: an elevated Americana kitchen inspired by classic literature. Concept 2 to come soon. by @aborgcreative
Last week, Marriott announced Series — their 37th hotel brand. A collection of premier budget hotels, Series is defined as “The basics done well.” For the second half of this project I was lucky enough to work again with my former classmate @tyltorre 🔥 We went through about 22 logo concepts before arriving at the one seen here. Looks like they chose a different font in the handoff, which has grown on me since seeing it. Still excited to have a hand in a logo that will be on hotels all over the world! (They’ll first be seen in India.) Do you prefer the condensed or expanded? 🤔 by @aborgcreative
When your friend tells you that the first piece of professional writing you ever wrote just won a TELLY…then you share that damn video. Excited to share that “Keep the Trail Alive” for the Appalachian Trail Conservancy won a silver Telly at this year’s awards. Linking the video in my bio. Let me know if you recognize the VO 🤔 Video production: Walker Corl Video script: Amy Borg by @aborgcreative
A process peek of how I created the new brand textures for the Appalachian Trail Conservancy. From the beginning, we felt that people would connect most through photography. We’ve all been there — endlessly snapping photos of the beautiful scenery along our hike. Even the textures were created using A.T. landscape photography. In a style that feels close to film and disposable cameras, the texture was created using a simple distortion of blur and grain. Textures can be a widely overlooked part of the design process. To me, the textures are what really bring this brand to life; it makes it feel tangible, three-dimensional, hand-touched, and real. It elevates digital renderings to something that lives beyond the screen. by @aborgcreative
Full case study out now! Link in bio. 👀🥾 by @aborgcreative
‘Tis the season to share some illustrations from the archive. ❄️ These boozy creations were made for an agency Christmas card — a holiday cocktail recipe book. And now, they can serve as inspo for that happy hour you have on the calendar for tonight 🥂 by @aborgcreative
tote bag design for Well & Good 💥 the perfect tote for any designer or type enthusiast 👀 Check out the full Well & Good case study at the link in my bio! by @aborgcreative
So excited to share that a week ago my friend and I flew to Salt Lake City to accept two National American Advertising Awards for our teeny four-person team’s work on Well & Good 🌟 This marks the SEVENTH Addy award for our magazine, as well as being recognized out of 25,000 nationwide submissions. 🤯 by @aborgcreative
A magazine is always better with a little merch… Some cool swag for Well & Good 💥 by @aborgcreative

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