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Strategy Director / Interior Design Consultant / Lead Copywriter
Creative Strategy, Brand Positioning, Brand Copy, Tone of Voice, Brand Guidelines
Client: Sage Hospitality
Brought on to lead the rebrand of Hotel Van Zandt, I repositioned the property to better reflect its soulful roots in Austin’s music and cultural scene. Through refreshed brand strategy, narrative, and tone of voice, I helped sharpen its identity — transforming it from a Kimpton property into a bold, boutique, independence-driven destination. I also oversaw the visual identity relaunch, collaborating with Club to create a new design system that felt refined yet rebellious, bringing new energy to everything from signage to in-room collateral.