THE GRAND AMERICA

The Challenge

Transitioning from a graphic design role to overseeing a multifaceted brand portfolio required balancing creative consistency with operational efficiency. The challenge was to manage diverse design and marketing projects across print, digital, and event platforms while maintaining brand integrity. Additionally, collaboration with multiple internal teams and external agencies was essential for successful project delivery.

Approach

• Comprehensive Brand Oversight
  Managed brand and creative direction for six hotel brands, supervising all print, digital, and web design projects across 55 business lines. Ensured visual consistency and strategic alignment across platforms.

• High-Impact Collaborations
  Partnered with NYC-based consultancy Pure Grey on the rebranding of the 22-year-old Grand America Hotel’s onsite restaurant, now Laurel Brasserie & Bar. Collaborated closely with Pure Grey and internal designers on renaming, logo creation, uniforms, menu design, and color palette. Coordinated with NYC firm Home Studios on architecture and interior design to deliver a unified brand experience.

• Creative Production Leadership
  Directed multi-day photoshoots annually at five luxury properties, managing photographers, videographers, producers, and models to enhance the brand’s visual imagery and marketing assets.

• Team Development & Collaboration
  Supervised a creative coordinator and worked closely with freelancers, contractors, photographers, and external agencies. Mentored team members to support their professional growth and ensure high-quality creative output.

• Executive Communication
  Advised C-level leadership on branding strategies, project progress, and creative initiatives, ensuring alignment with business goals.

Outcome

This integrated brand management and creative leadership approach strengthened Grand America Hotels & Resorts’ market positioning and visual storytelling across its luxury portfolio. The successful rebranding of Laurel Brasserie & Bar became a hallmark project that exemplified cross-disciplinary collaboration and brand innovation. Additionally, the development of internal talent and seamless coordination with external partners improved overall creative efficiency and output quality.