The Cotton Collection // Brand Audit

A group of boutique hotels in Northern Michigan with a storied sense of place but no unified brand voice or digital presence to match it.

I helped develop the strategic foundation for the brand: conceptualizing the company's key messaging, defining the tone of voice, and building comprehensive social guidelines that gave the internal team a clear framework for how the brand should look, feel, and sound across every channel. I also built the press and influencer strategy — pitching regional and national contacts and developing the outreach approach for a brand at this level of the market.

Some of this work culminated in a full brand book used as the operating bible for how the collection shows up publicly going forward.

Executed on behalf of Lovio George, a Detroit-based brand and creative agency.