As VP of Marketing for PHG Properties and The Clarendon Hotel, Arizona’s first cannabis-friendly hotel, I led a full brand refresh to better reflect its vibrant personality and connection to midtown Phoenix. Inspired by mid-century Bauhaus design and the property's playful art, I developed a persona-driven brand guide that informs all creative touchpoints—website, signage, activations, social media content, and collateral. The refreshed identity blends bold, cheeky visual accents (think rubber ducks, hearts, disco balls, and street art) with a polished narrative that ties into the larger Elevations Hotels & Resorts brand.