Hotel Citrine | Marriott
Hospitality | Hotel
Summary
Hotel Citrine is a vibrant, sustainability-forward boutique hotel in the heart of Silicon Valley. After a 12-month pause in its digital presence, the team engaged me to reestablish the brand through a strategic refresh aligned with the property’s design ethos and values.
I led the development of the brand’s core 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, Alongside strategy, I directed and produced original visual content used across digital platforms, website, and marketing materials.
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 comprehensive brand and content strategy, including positioning, voice and tone, editorial direction, and long-term content planning. The work established a flexible framework that connected organic storytelling with future growth initiatives.
