Smith Road

The Challenge

Craft a boutique collection of properties across North America under one cohesive, intimate brand. We named the collection, developed both the overarching brand and individual property identities, and created launch strategies that resonated with consumers and the trade alike, and trained their team to execute a luxury hospitality house of brands.

The Scope

Luxurious, high-touch hospitality with curated adventures-that’s what Smith Road is all about. Relaxation isn’t the only thing destination travelers desire. There’s a whole world out there to explore beyond the beach. Smith Road was created to provide travelers with the ability to dive head first into unique, cultural experiences across North America by providing high-touch hospitality with adventure.

Role: Creative Direction, Brand Strategy, Account Management, Design
Created while at Agency squid

The Solution

By defining what Smith Road represented, we were able to explore the nuances of each property to reinforce the brand mission yet still highlight the uniqueness of each property. It allowed for stronger storytelling, stronger brand differentiation, and educate consumers looking for a sense of adventure that they can find everything they could want within the Smith Road portfolio.

SMITH ROAD’S COMMUNICATION PILLARS CREATED STRUCTURE FOR EACH PROPERTY TO HAVE ITS OWN EXPRESSION, YET FEEL UNIFIED UNDER THE CORPORATE BRAND.

AMENITIES ARE IMPORTANT, BUT STORIES AND ADVENTURES COLLECTED ARE THE TRUE CURRENCY FOR THOSE WHO WANT THE MOST OUT OF THEIR TIME.