My Work
Driving the research, positioning, naming and identity of brands that connect people to place. In collaboration with agencies, developers, owners, and operators, the process aligns key stakeholders around a creative vision and crafts stories that capture the hearts and minds of all who come here.
Alila Mayakoba
The Latin American premiere of the Alila brand provided an opportunity to explore how to localize the brand in new markets. Alila Mayakoba rises, a soulful sanctuary that reflects the Riviera Maya’s rich heritage through Alila’s contemporary experience of holistic wellbeing and cultural immersion.
Klocke Estate
Blending traditional European distilling methods with local terroir, Klocke Estate is one man’s vision to bring the craft of brandy back to its well-deserved home. Across its fields, throughout its restaurant, and in every bottle, the agrarian prowess of the region is cherished and honored. This is a Hudson Valley legacy, distilled.
The Vinoy
Nearly 100 years after opening, The Vinoy looked to harness its rich history to shepherd in a new era of hospitality. A reimagining of the brand’s strategy, visual identity, and F&B venues uncovered new stories to tell, and led to an occupancy rate surge above 90%.
(Completed while at Gensler)
Burton House
A transformation from Residence Inn to Tribute Portfolio, this extended stay became a residential retreat, where guests can escape to home. The brand strategy, name, and identity worked alongside the property’s renovations to significantly increase both net operating income and occupancy.
(Completed while at Gensler)