Repositioning a Branded Hotel into a Boutique Destination
When a former DoubleTree by Hilton underwent a full renovation and conversion into The Newberry Hotel, Tapestry Collection by Hilton, I led the creative and marketing efforts behind the transformation. From brand strategy and storytelling to logo design, website development, photography direction, social media, public relations, and grand opening planning, I helped shape nearly every guest-facing aspect of the new identity.
Working closely with ownership, operations, and brand partners, I developed a cohesive brand experience that extended across digital platforms, print collateral, signage, uniforms, marketing campaigns, and on-property touchpoints. The result was a successful repositioning that transformed the hotel from a traditional branded property into a distinctive boutique destination in Bend, Oregon.
Services: Brand Strategy • Storytelling • Logo Design • Creative Direction • Website Design • Photography Direction • Social Media • PR & Press Releases • Print Collateral • Uniform Design • Grand Opening Marketing • Ongoing Brand Management
Website Design
As part of the hotel's complete rebrand, I designed and launched The Newberry Hotel's website to reflect its new positioning as a boutique destination in Bend, Oregon. From site structure and content development to visual design and user experience, every element was crafted to tell the brand's story and create a memorable first impression.
Photography Direction
I was onsite throughout the photography and videography process, directing shot lists, styling spaces, and ensuring every image and video are aligned with the hotel's new brand identity.
A peek into our socials
