My role encompassed concept development, brand storytelling, art direction and the creation of campaigns and assets that elevated LHW’s positioning in the luxury hospitality space. From digital platforms to print materials, from high-touch events to brand partnerships, I helped craft a modern expression of independent luxury that honored the brand’s heritage while appealing to a new generation of travelers.

Key initiatives included the redesign of core brand collateral, the creative direction of international member conferences and bespoke event branding, as well as shaping new guidelines to unify visual standards across LHW’s global network of over 400 independent hotels.