With nearly 30 years of experience, Hajer shapes hospitality brands as experiences fully integrated with the built environment. She merges strategy, storytelling, and design intent to ensure every detail communicates with one cohesive voice. Her expertise spans brand architecture, tone of voice, naming, and visual identity, brought to life across all guest touchpoints, from signage and wayfinding to branded collateral, operating supplies and equipment, and thoughtfully curated experiential moments.

Hajer’s award-winning design portfolio includes Kindling, a wood-fired culinary concept by Chef Jonathon Sawyer in Chicago; Revel Steak in Detroit; and the Edes Building, a mass timber residential development in Morgan Hill, California, featuring Cura Contemporary art gallery and Vera, a boutique restaurant concept.

DLR Group designs curated destinations that evoke emotion, instill loyalty, and redefine guest experience. From developing a refreshed brand identity that captures the Mediterranean charm and coastal sophistication of Hotel Zamora to defining the foundational brand muse at the historic Surety Hotel and integrating unique brand pillars from narrative conception at The Vanguard Hotel, DLR Group creates immersive environments that connect guests to place and bring each property’s story to life.