rosewood global rebrand
COMMUNION Studio approached me to support the rollout of a new Rosewood masterbrand. The work covered narrative strategy, brand messaging/positioning and TOV development, shaping a copy framework for 40 hotels.
Select work for perusal below.
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THE WORK
ROSEWOOD CAPE KIDNAPPERS
The refined countryside escape is an embrace by rural New Zealand. One of enriching sensory connection to an extraordinary place of wild beauty.
Set atop endless acres of a windswept peninsula, Rosewood Cape Kidnappers embodies the quiet majesty of New Zealand’s farmlands. Sheep and cattle graze open pastures. Native birds call from the diverse ecosystems of Cape Sanctuary. Trails wind through rolling hills, ancient gullies and out to the climactic cliffs that meet the Pacific.
This is Hawke’s Bay—'New Zealand’s fruit bowl' and a Great Wine Capital of the World—where epicurean encounters are defined by regionality. Strawberries from Havelock North. Beef from Matangi. Herbs, fruits and vegetables hand-picked by chefs from the kitchen garden form the foundations of meticulously crafted cuisine.
With every bite and bend, the land reveals itself as your second host. It invites a slower rhythm, one attuned to the elements. Sunrise sojourns above Black Reef. Restorative treatments draw on native mānuka honey. A walk across sweeping vistas is accompanied by birdsong, stillness and the grounding presence of the earth.
The views are wide. The air is fresh. Uncover Rosewood Cape Kidnappers.
ROSEWOOD MIRAMAR
Miramar—‘to behold the sea'. The only beachfront retreat in California where rooms rest directly on the sand, framed by the undulating Santa Ynez Mountains.
At the point of land kneeling to water, discover a Miramar Beach state of mind. Unhurried days set by the rhythm of Pacific waves. Mornings spent barefoot on the shore and elegant evenings beneath a canopy of stars.
Here a 1930s golden era meets West Coast ease. The romance of sunlit verandas, chandeliers and checkerboard floors is the backdrop of a contemporary life well-lived. Hours that halt while surfing at dawn, gathering honey from beehives or picking up essentials at Goop Sundries.
Time tableside is a reservation with Montecito's abundant bounty—the Hass avocado, Oxnard strawberry, Eureka lemon. Seasonal flavors of the land elevating every plate and glass of Santa Barbara wine.
The past fades and the future softens at Rosewood Miramar.
ROSEWOOD BAHA MAR
A refined beach oasis where time is touched by the tide. The soft hum of waves and the rustle of palm fronds are the soundscape to beauty that reigns.
Waters shimmer in impossible shades of blue. Flamingos are an unexpected dash of color over white sands. A sea breeze carries the scent of the fresh pine and sun-warmed leaves of coppice forest. All quietly cared for through reef preservation and wildlife protection.
A postcard that needs to be experienced to be understood is where nature converges with flavor. Locally sourced Bahamian ingredients, many from Bluefields Organic Farm, form the foundation of a culinary journey from France to Mexico. Every plate a story of people, techniques and tastes, passed between local kitchens and down through generations.
An eternal summer is the playground for joyful cultural exploration—the kaleidoscopic Junkanoo festival, artist-led workshops, rotating exhibitions at The Current gallery. From brushstroke to bassline, every moment is a celebration of island identity.
Rosewood Baha Mar is a true escape into paradise.
