Brand Development
Charlestowne manages privately-owned hotels in the U.S. ranging from small boutiques to large resorts, each with its own owners, personality and values.
As the lead writer on several of these branding projects, I captured, developed and communicated the benefits and personalities of each of these brands. Then, I worked closely with my partnered art director to bring each to life in their respective brand books.*
Credits
BRANDING – Manifesto, tagline, voice, personality, pillars
AUDIENCE RESEARCH – Audience personas and summaries
OPERATIONS – Operational and sensory direction for hotel staff
Lead Writer
THE SPECTATOR, Charleston, SC
Ranked #1 hotel in the U.S. by Travel + Leisure (2016)
HARBOURVIEW INN, Charleston, SC
Charleston’s most intimate view located in the historic French Quarter
INN AT CARNALL HALL, Fayetteville, AR
The only on-campus hotel at the University of Arkansas
THE ALIDA, Savannah, GA
New construction on iconic downtown riverfront property
Supporting Writer
FOXHALL RESORT – Douglasville, GA
1100+ acre resort and international sporting club 20 minutes outside Atlanta, GA
THE FOUNDRY – Asheville, NC
Repurposed iron foundry in the heart of downtown Asheville.
TWIN CREEKS RESORT- Tim’s Ford Lake, TN
New construction family resort
*Book samples can be made available upon request
Visuals