BRAND LUXURY RETREATS
Crafting exceptionally memorable experiences for luxury seekers.
Services
Brand Refresh Design, Art Direction, Content Strategy, Email Lifecycle Marketing
Role
Creative Services Manager
When
2019 - 2020
PROJECT OVERVIEW
In 2019, Luxury Retreats initiated a comprehensive brand and creative overhaul to connect with affluent travelers on a deeper, more emotional level. As the creative lead on this project, Mab defined and drove the overarching vision, collaborating with internal teams, partner agencies, and creatives to unify design, elevate storytelling, and enhance the brand’s aesthetic across all marketing touch points.
CHALLENGE
Luxury Retreats sought to refine its brand identity to strengthen loyalty and attract new clientele. Affluent travelers were caught between the privacy of luxury homes and the high-end service of luxury hotels. The challenge was clear: craft a narrative that emphasized the uniqueness of private, personalized experiences without sacrificing luxury and comfort.
AUDIENCE INSIGHT
The team pinpointed high-net-worth travelers seeking exclusivity, privacy, and seamless luxury. They value attentive service yet desire the space and personalization that traditional luxury hotels lack. Whether for family getaways or private retreats, they prioritize exceptional, effortless experiences. This insight guided a storytelling approach that positioned Luxury Retreats as the superior alternative, with a unique blend of privacy, world-class service, and curated stays.
STRATEGY
The strategy was anchored in a powerful narrative that celebrated time and privacy, blending luxury with personal comfort. Every touchpoint, from CRM content to trip experiences, embodied the idea of designing exceptional moments. The brand was positioned as a sophisticated alternative to luxury hotels, offering seamless experiences that allowed travelers to escape without compromise.
PROJECT EXECUTION
With the creative strategy in place, the next phase focused on execution—bringing the refreshed identity to life through high-impact design, elevated content, and market-driven storytelling. Mab led the creative rollout across multiple channels, ensuring that every asset, from visual identity to digital marketing, reinforced the brand’s positioning and resonated with target audiences.
Brand Refresh Design
Mab led the comprehensive brand refresh, redefining the visual identity through new logos, typography, and color schemes. In collaboration with agencies like Public Library and NR2154, a visual system was developed to reflect the brand’s core message of designing exceptional moments. This refreshed identity strengthened Luxury Retreats' appeal and solidified its presence as a leader in personalized luxury travel.
Photo Art Direction and Production
To better reflect the premium nature of Luxury Retreats, the photography strategy was elevated beyond stock images. The focus shifted to curated, aspirational visuals that captured intimate moments, unique amenities, and breathtaking destinations. Mab led the art direction, ensuring the visual storytelling aligned with the refreshed brand identity, while NR2154 managed production. On location, Mab provided quality control and narrative oversight to maintain consistency across the shoot. The Malibu Colony shoot, featuring work by photographer Sharon Radisch, became a standout representation of Luxury Retreats' refined aesthetic, showcasing the exquisite, intimate moments luxury travelers sought.
Lifecycle Email Marketing
Mab led the content strategy for Luxury Retreats’ CRM email campaigns, collaborating with VIP guest relations to craft personalized content aimed at converting subscribers into repeat customers. Through compelling storytelling and strong seasonal offers, the bi-monthly emails reinforced the brand’s messaging and achieved significant engagement and conversions, fostering long-term customer loyalty.
COLLABORATOR CREDITS
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Creative and Content: Meredith Ann Brooks; Brand Management: Dewi Billano; Head of Luxury Brand: Marie Kouadio Amouzame, Growth: Ye Jin; CRM: Brandon Farraye; Head of Marketing: Alan Yeoh; Product Photography: Julia Sperling; Guest Relations: Constantina Exarhos.
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Editorial Content and Copywriting: Sarah Khan, Graphic Design: Lizzy Watkins.
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Public Library: Identity Design and Art Direction: Ramon Coronado, Marshall Rake; NR2154 NYC: Creative Direction, Production: Jacob Wildschiødtz, Matthew Andrews; Art Direction: Julie Lysbo; Lifestyle Photography: Sharon Radisch.