Hello, I’m Alex White.

I work with hospitality brands and spaces to help them become places people genuinely want to return to, places that feel welcoming, thoughtful and rooted in their community.

My career spans over 20 years across design, branding and creative direction. I spent 15 years running the design studio We Three Club alongside my husband, leading on creative strategy, illustration and project management and shaping visual identities for a wide range of clients. That foundation gave me a deep understanding of brand, storytelling and the power of getting the details right.

Over time, my work naturally moved into the hospitality sector, where I’ve supported bars, restaurants and hotels with branding, marketing, launches and experience design. What draws me to hospitality is the way brand, space, people and atmosphere come together and how those elements can create a real sense of belonging when they’re aligned.

Today, I work in a more strategic, community-led way. I partner with founders and operators in the early stages of opening or evolving a space, helping them clarify their concept, define their tone, shape customer experience and build genuine connection with their audience. My focus is on creating places that feel right, not just visually, but emotionally and culturally.