I was a primary Project Director on the Viceroy Hotels & Resorts account as they introduced new brands. Projects included new hotel brandings in which I managed the client and its vendors, the internal design teams, the timelines, and the budgets.

I also played a key role in brand development and messaging.

Hotel Zeppelin

Viceroy Hotels & Resorts’ Hotel Zeppelin is a boutique, mind-altering hotel in downtown San Francisco. Rebelliously celebrating the city’s countercultural tradition, the hotel creates a progressive mindset at every touchpoint.

Work for Zeppelin began with a positioning — a brand book covering everything from the story, to voice and tone, to word bank for unified and clarified messaging, no matter the platform. Once the brand was firmly established, copy brought the story to life in a web environment, igniting a peaceful revolution that breaks from standard, boring hospitality. An energetic personality communicates the hotel’s unique spirit while defiantly inviting guests to do the same. Received Graphis Letterhead award.

Hotel Chicago

Set in Chicago’s Gold Coast neighborhood, Viceroy Chicago is an exciting paradox with a unique identity grounded by its contrasting façades. Inside, classically gilded design features collections of standouts from their era, enhanced by a contemporary composition throughout diverse spaces.

Beginning with a collaborative workshop, Viceroy Chicago’s brand story took shape from its contradiction—intuitive and prompt service unleashing guests’ freedom to entertain whims and sharpen senses.

From the guest experience and touchpoints to key selling features and service style, the content strategy creates a confident neighborhood pillar that invites every guest to live brilliantly.