Brand Strategy & Marketing Launch Consultant

St. Jane Hotel

Led a cross-functional agency team in the brand positioning, naming, creative identity, and marketing launch strategy for Chicago's most anticipated new hotel.

Role

Brand Strategy & Marketing Launch Consultant

Category

Hospitality

Company Stage

Start-Up

DISCIPLINES

Brand StrategyCreative IdentityNamingBrand LaunchGo-To-Market Planning

THE BRIEF

Partnered with Aparium Hotel Group to transform the Hard Rock Hotel Chicago into a luxury boutique hotel in the historic Carbon and Carbide building. The brand needed to feel genuinely rooted in Chicago, honoring the building's history and the city's culture, while attracting a discerning, design-forward hospitality guest.

WHAT WE DID

Brand Strategy & Positioning

Developed “Common Ground for Uncommon People” as the brand platform and full identity direction.

Naming

Led the naming process in honor of Jane Addams, the legendary Chicago philanthropist and first American woman to win the Nobel Peace Prize.

Creative Identity

Oversaw full identity package development across all hotel collateral.

Launch Activation

Partnered with Chicago artist Morgan Ramberg to create a three-story mural on Michigan Ave. to tease the launch; conceived PR, social media, and experiential activations.

Go-To-Market

Developed and executed the full marketing launch strategy.

THE OUTCOME

St. Jane Hotel launched as one of Chicago's most talked-about hotel openings, with a brand rooted in the city's culture and history. The hotel was later acquired by Montage International.