02
Avondale Hospitality
Creative direction for a multi-brand hospitality portfolio including Avondale Hospitality, Avondale Equities, Avondale Workshop, Casaléna, Sonico, Superetta, and concepts in development.
Portfolio brand architecture
Wrote the group's brand guidelines, and I keep each brand in the portfolio distinct while remaining coherent under the Avondale umbrella.
Digital flagship
Rebuilt the website for Avondale Equities and Avondale Hospitality the ground up to match the caliber of the properties.
Content engine
Started the Avondale Hospitality instagram from zero and scaled it to 1M+ monthly views, setting the ongoing strategy, aesthetic, and voice.
Editorial
Lead editor of The LA Edit, the group's Substack publication, which puts the Avondale point of view into long-form cultural content.
