Hospitality & Travel
An epic sea change for Virgin Voyages
How do you overhaul an industry built on clichés like midnight buffets? That was Sir Richard Branson’s challenge: to toss conventional thinking overboard and make waves. In brand books and consumer broadsheets, I brought Virgin’s rebellious spirit into the brand positioning, with an edgy, editorial stance that shaped not just the voice and vision, but everything from how the boats were built to the pirate codes our “sailors” would live by.
Project
Brand positioning & identity
Customer segmentation
Strategic storytelling
Voice & vision
Creative development & copywriting
Bringing the dream of Delano to life
One of the OG boutique hotel chains, Delano Hotels was ready for a modern makeover and brand refresh. I helped the hotelier curate its story with evocative, refined copy designed to appeal to Delano devotees (my name for its loyal guests) — with style-guide directives aimed at creating consistency in local property advertising and collateral.
Project
Brand repositioning
Strategic storytelling
Brand standards development
Style & voice guide
Creative development & copywriting
Building the
City of Dreams,
a full-360 brand launch
Project
Naming & brand identity development / Brand elevation & strategic storytelling / Brand standards development, style & voice guide / Concepting, creative development & copywriting / Product design & packaging / Scriptwriting
For its newest venture in Macau, Melco Resorts needed brand identities for three landmark hotels and an ad campaign as epic as China’s largest casino resort complex. I developed the brand voice and style guidelines and wrote every piece of collateral — from naming three hotels to the copy that appeared on matchboxes, spa menus, and packaging for brand partners like pastry chef Pierre Hermé — as well as brand books outlining each property’s unique positioning to share B2B with stakeholders. When all was said and done, I also scripted a case study film briefing the scope of this monumental project.
First, we named each hotel,
inspired by mythology
and each property’s brand personality.
Then I created brand filters to define
& differentiate their style.
Finally, we launched “The Art of Winning,”
a print, digital, social & broadcast campaign.
(Re)writing history
for André Balazs
To navigate the complex legal and bureaucratic hurdles of transforming an historic upstate New York property into his next boutique hotel, legendary industry disruptor André Balazs required a pitch that was equal parts evocative and informative, walking the fine line between preservation, restoration, and revitalization.
Project
Pitch deck
Brand book
Turning the tide
for Silversea Cruises
Silversea Cruises was looking to elevate its positioning as a luxury player in the crowded cruise market and recapture relevance with a younger, aspirational audience. One way: to acknowledge the ultimate luxury is time spent pampering yourself and indulging your senses and your curiosity.
Project
Rebranding & new brand positioning
Strategic storytelling & brand elevation
Voice development, copy & content creation
A luxury presence
for Molori Resorts
Project
New brand positioning, mission & vision
Elevated web & marketing copy
Orient-Express
Project
Brand audit
Brand elevation through voice
Copywriting
Project
Brand awareness campaign
Tagline development
Brand storytelling
