City Guides were destination guides created annually by Quintessentially for their ultra-high-net-worth members. Distributed as static PDFs via email, it posed operational challenges for internally and fell short of delivering the seamless experience members had come to expect. I saw an opportunity to redefine this touchpoint into a digital experience that empowers the concierge team, engages members, and lifts up the Quintessentially Brand.

Passbook became a strategic shift — transforming a single marketing deliverable into a core business platform that empowered lifestyle managers, enhanced service quality, and elevated the brand.