Hotel Citrine | Marriott

Hospitality | Hotel

Strategy
Creative Direction
Content Creation

Summary

Hotel Citrine is a vibrant, sustainability-forward boutique hotel in the heart of Silicon Valley. After a 12-month content hiatus, the team brought me in to reestablish its presence with a bold, strategic refresh that aligned with the property’s design ethos and brand mission.

I led the development of the brand’s foundational messaging, tone of voice, and organic social strategy, shaping a presence that supports long-term growth through partnerships, content, and paid media. In addition to strategy, I also produced original content, including photos and Reels, that was used across social platforms and repurposed for the hotel’s website and marketing collateral.

Brief

Hotel Citrine’s audience is creative, wellness-oriented, and design-aware. Our challenge was to rebuild engagement through content that offered more than promotional visuals, content that felt editorial, transportive, and true to the Bay Area experience.

I developed a full social media strategy (content pillars, voice and tone, and calendar planning), produced branded Reels and lifestyle photography, and implemented a flexible organic-to-paid content workflow.

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Results

The project reestablished Hotel Citrine as a modern, intentional brand with a clear point of view. Through original content and consistent messaging, we created a cohesive identity that extended across social channels and onto the hotel’s website. Internally, the new strategy provided structure and clarity, empowering the team to continue evolving the brand with confidence.

While growth was organic and not paid-supported, the clarity of voice and elevated aesthetic positioned the hotel for future success, offering a strong foundation for brand partnerships, paid campaigns, and ongoing guest engagement.

Team

Jessie Laura - Creative Director
Anthony Nguyen - Photography and Video
Vi Nguyen - Marketing and Sales Director | Hotel Citrine
Ousmane Diop - Property General Manager | Hotel Citrine

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