What We Do 2018-04-05T19:11:18+00:00

Hospitality Branding

We are a design firm that creates kick-ass concepts – from small hotel repositioning to completely new brands – that resonate with guests to monetize wellness, drive revenue and stand out among the competition.

New brands and independent hotels

  • Lifestyle and luxury brand ideation, creation and design

  • Independent hotel design and guest experience  – “brands of one”

  • Customer insights and identifying target customer needs

  • Brand architecture – the brand promise, guiding principles, hallmarks and key differentiators

  • Guest experience and customer journey roadmaps

  • Prototype design, costing and competitive evaluation

Improvement to existing brands and hotels

  • Existing brand improvement strategies

  • Task force leadership to evaluate older or underperforming hotels and find gaps

  • Create roadmaps with recommendations for small-budget changes to design cues, service and guest experience touchpoints to improve property performance

  • Service culture and training

  • Sales and marketing strategies to amplify newly positioned hotels

Leadership of New Concept Launches

We lead teams to deliver on the critical path of complex hotel brand and property development projects. Our advisors bring hotel industry and brand creation expertise to teams – filling a role far deeper than a typical project manager. We know what questions to ask, risks to consider and paths to take to maximize likelihood of success for hotel brand, development and partnership projects.

  • Owners representative on new development projects

  • Project Management Leadership; Develop and manage critical path across internal teams, vendors and consultants move from one milestone to the next and get projects launched

  • Value engineering, cost control and timeline management 

  • Brand development subject matter expertise

  • Franchising, hotel company and hospitality industry subject matter expertise

Wellness Strategic Planning


Wellness is so much more than a delivering a good gym. We develop wellness strategies and programming for lifestyle and luxury brands, resorts and independent hotels. The right programming can drive guest preference, incremental revenue, build PR buzz and make brands and projects stand out among their competitors.

  • Develop wellness-focused programming and components of the guest journey, including spa, gym, outdoor spaces, in-room spaces, F&B and bath amenities

  • Identify wellness, fitness and spa industry partners, brands and companies for hotels to partner with that can provide differentiation and exceed guest needs, at the optimal price for ownership

  • Develop wellness roadmaps for luxury and resort hotels, informing architects and designers before project layouts are complete

  • Create service culture programming and training that focuses on team and guest wellbeing

Industry Partnerships


We are a strategic advisor to companies that want to leverage the hotel industry to grow their businesses. We develop and execute strategies that build paths for partnering with hotels and hotel companies, and introduce products to targeted customers through new sales channels.

  • Subject matter expertise on how the hotel industry works for non-industry companies looking to work or sell in the space. Working with our advisors minimizes time and risks of entering the market

  • Hospitality business and sales strategies – who in the industry to target, approach for targeting them and business plans for beginning sales with the industry

  • Develop roadmaps, timelines and critical path for selling to the hotel industry

  • Value proposition, business cases and programming plans for how company’s products best align to needs of the hotel industry

  • Develop target sales lists – identify companies and individual properties that align with a product offer