Case study

Hospitality branding that felt local everywhere it appeared.

A resort collection had grown to five properties, each with its own Instagram aesthetic and printed menu style. Guests didn't realize they were part of the same group. We refreshed the master brand, created sub-property lockups, and delivered a hospitality brand book with photography, tone, and template rules flexible enough for each destination's character.

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5 Properties aligned

+38% Cross-property bookings

52-page Hospitality brand book

16 Social templates

Client: Boutique resort collection

The challenge

Where they started

Properties competed visually rather than cross-selling. The master logo didn't work on spa menus, golf collateral, or wedding brochures. OTA listings used outdated photography with inconsistent color grading. Corporate marketing couldn't enforce standards without stifling each GM's local voice.

Five properties looked like unrelated hotels on social and booking platforms
Master logo too ornate for embroidery on robes and small amenity packaging
No photography direction — some properties over-filtered, others used flat stock
Event and wedding sales used Canva templates with off-brand fonts
Loyalty program branding was invisible across guest touchpoints

Our approach

What we did

Portfolio architecture

Defined master brand, sub-property marks, and endorsement lockups for cross-promotion without visual chaos.

Sensory identity

Extended visual system to photography grading, pattern usage, and print textures for menus and in-room collateral.

Template library

Built social, event, and menu templates in property-specific color accents within shared layout rules.

GM enablement

Trained property marketing leads on brand book usage and approval workflows for local campaigns.

Results

Outcomes that mattered

+38%

Cross-property bookings

Unified loyalty branding and cross-sell creative increased stays across the portfolio.

Properties aligned

All GMs adopted sub-brand lockups and photography standards within two months.

52-page

Brand book

Hospitality-specific guidelines for print, digital, uniforms, and guest communication tone.

Social templates

Property teams post on-brand content without waiting on agency turnaround.

Services involved

How we delivered

Logo & Brand Book

Hospitality identity refresh with property-level flexibility.

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Social Media Marketing

Brand rollout templates for property marketing teams.