Redefining luxury through private, personalized experiences
PROJECT OVERVIEW
Luxury Retreats, an established luxury vacation rental platform, embarked on a comprehensive brand evolution to redefine luxury travel through private, personalized experiences. As creative lead, I partnered with the brand manager and head of luxury brand marketing to develop a sophisticated positioning strategy that differentiated private luxury from traditional hotel experiences. Through elevated creative direction, refined visual storytelling, and strategic content development, the rebrand positioned Luxury Retreats as the premier choice for discerning travelers seeking intimate luxury without compromise.
Role: Creative Services Manager (2018 - 2020)
Responsibilities: Luxury Brand Strategy, Creative Direction & Art Direction, Private Luxury Positioning, Content Strategy & Lifecycle Marketing, Cross-Functional Creative Leadership
KEY IMPACT
Sophisticated luxury brand positioning that differentiated private experiences from hotel luxury
Elevated visual identity with refined typography, color systems, and luxury-focused creative direction
Premium photography strategy featuring curated lifestyle shoots, including Malibu Colony lifestyle shoot
Strategic content frameworks for CRM and lifecycle marketing targeting high-net-worth travelers
Cross-functional creative leadership coordinating brand manager, luxury marketing, and agency partnerships
CHALLENGE
Luxury Retreats needed to articulate its unique value proposition in the luxury travel market, where affluent travelers were choosing between the privacy of luxury homes and the full-service experience of luxury hotels. The challenge was positioning private luxury rentals as superior to traditional luxury hospitality, offering both the intimacy of private spaces and the seamless service that high-net-worth travelers expect, without the constraints of hotel environments.
AUDIENCE INSIGHT
High-net-worth travelers prioritize exclusivity, privacy, and seamless luxury, valuing attentive service and personalized space that traditional luxury hotels often fail to provide. Whether planning family getaways or private retreats, these travelers seek exceptional, effortless experiences that feel both intimate and professionally curated. This insight informed a strategic approach that positioned Luxury Retreats as offering the best of both worlds—private luxury with professional service excellence.
STRATEGY
The strategic positioning centered on "designing exceptional moments" through private luxury experiences that transcended traditional hospitality limitations. Rather than competing directly with luxury hotels, the strategy positioned Luxury Retreats as a sophisticated alternative that offered what hotels fundamentally could not: true privacy combined with personalized luxury service. Every touchpoint reinforced this unique value proposition, emphasizing the emotional and practical advantages of private luxury travel.
PROJECT EXECUTION
Leading the creative transformation alongside the brand manager and head of luxury marketing, I developed an integrated approach that elevated every aspect of the brand experience. The execution balanced sophisticated luxury market positioning with refined creative direction, ensuring consistent premium presentation across all touchpoints.
Luxury Brand Strategy & Visual Identity
Working as creative lead with the brand and marketing leadership team, I directed the comprehensive brand refresh that redefined Luxury Retreats' visual identity through sophisticated typography, refined color systems, and luxury-focused design language. Collaborating with agencies including Public Library and NR2154, the visual system was developed to embody "designing exceptional moments" while reflecting the elevated, intimate nature of private luxury experiences.
The refreshed identity moved beyond typical vacation rental aesthetics to establish genuine luxury market credibility, positioning Luxury Retreats alongside premium lifestyle brands rather than traditional rental platforms.
Premium Photography & Art Direction
The photography strategy was fundamentally reimagined to capture the essence of private luxury experiences through curated, aspirational visuals that showcased intimate moments, unique amenities, and breathtaking destinations. Leading art direction for lifestyle productions, including the Malibu Colony shoot with photographer Sharon Radisch, I ensured visual storytelling aligned with the brand and product positioning.
The approach emphasized authentic luxury lifestyle moments rather than standard property photography, creating content that resonated with the aspirations of high-net-worth travelers for exclusive, personalized experiences. On-location oversight ensured narrative consistency and reinforced the private luxury positioning in every image.
Content Strategy & Lifecycle Marketing
I developed a comprehensive content strategy for CRM email campaigns, collaborating closely with VIP guest relations to create personalized content designed for high-value customer conversion and retention. The bi-monthly email campaigns featured compelling storytelling around exclusive destinations and seasonal luxury offerings, reinforcing the brand's sophisticated positioning.
Content frameworks emphasized the unique advantages of private luxury travel, showcasing properties and experiences that demonstrated the superior privacy, personalization, and service quality that differentiated Luxury Retreats from traditional luxury hospitality options.
Cross-Functional Creative Leadership
As creative lead on this initiative, I coordinated creative execution across multiple stakeholders, including brand management, luxury marketing leadership, and external agency partners. This involved establishing creative standards, maintaining brand consistency across all deliverables, and ensuring strategic alignment between creative expression and luxury market positioning.
The collaborative approach ensured that all creative work supported the overarching strategy of positioning private luxury as the sophisticated choice for discerning travelers seeking exceptional, personalized experiences.
RESULTS AND IMPACT
The Luxury Retreats rebrand demonstrated sophisticated understanding of luxury market positioning and the unique value proposition of private luxury experiences. Through strategic creative direction and refined visual storytelling, the brand evolution successfully differentiated private luxury rentals as a premium alternative to traditional luxury hospitality.
The comprehensive approach—combining strategic positioning, elevated visual identity, and premium content creation—established Luxury Retreats as a credible luxury lifestyle brand that appealed to high-net-worth travelers seeking the ultimate in personalized, private luxury experiences.
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Creative and Content: Meredith Ann Brooks; Brand Management: Dewi Billano; Head of Luxury Brand: Marie Kouadio Amouzame, Growth: Ye Jin; CRM: Brandon Farraye; Head of Marketing: Alan Yeoh; Product Photography: Julia Sperling; Guest Relations: Constantina Exarhos.
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Editorial Content and Copywriting: Sarah Khan, Graphic Design: Lizzy Watkins.
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Public Library: Identity Design and Art Direction: Ramon Coronado, Marshall Rake; NR2154 NYC: Creative Direction, Production: Jacob Wildschiødtz, Matthew Andrews; Art Direction: Julie Lysbo; Lifestyle Photography: Sharon Radisch.
