Elite Island Resorts
Designer · 2013–2015 · Caribbean luxury resort group
Email marketing, paid web, and print collateral for a portfolio of seven Caribbean resorts. The visual language reflected luxury hospitality marketing at the time: ornate type, rich imagery, promotional urgency, and a more traditional resort aesthetic. Within that system, the job was to create fresh campaign ideas that could drive bookings week after week. The work drove bookings; the brief was clear; I executed it within a tightly defined brand system.
Email Campaigns
Seven Caribbean resort properties. One designer. A new campaign concept every single week.
Elite Island Resorts had a loyal customer base — the kind of guests who had been coming back for decades. The creative challenge was keeping that loyalty alive while finding ways to invite a new generation of traveler into the conversation. That meant reinventing the wheel constantly — fresh messaging, relevant cultural hooks, and campaign concepts that felt alive rather than templated.
One of my favorites was "50 Shades of Blue" — a campaign that leaned into a cultural moment with just enough wink to make it shareable while staying completely on brand for a Caribbean escape. Getting the idea approved was half the battle. Convincing a more traditional team that a cheeky cultural reference could actually drive bookings without offending their core guests took some creative diplomacy — but once it went out the response made believers out of everyone in the room.
That is the balancing act this role demanded every week. Timely without being trendy. Warm without being stale. Aspirational without being out of reach.
Eighty percent of this job was concepting before designing. Coming up with the idea that made someone stop, smile, and book a trip. The design was just how the idea showed up.
Bar Cards + Print
Paid Ads
