Current Collaborations

Overview 

5 Star Hotel brand and member of the Leading Hotels of The World (LHW), The Setai is more than a collection of luxury hotels. They are deeply rooted in heritage and shaped by contemporary refinement, each property reflects a deep respect for place, culture, and architectural integrity.


From its origins in Miami Beach’s iconic Art Deco District to its presence in Tel Aviv, the Sea of Galilee, and beyond, The Setai creates sanctuaries where history, culture, and modern living converge. 

Outcome

St. Maarten is The Setai’s first licensed property and therein lies both the opportunity and the challenge. A resort that on its own is sun-filled and beautiful, it risked reading as simply another luxury Caribbean hotel with a prestigious name attached. Without a strong, considered identity anchoring it to the brand’s true character, the licensing relationship would remain surface-level at best.

The work began with closing that gap. The Setai carries a specific mystique in its atmosphere that is both sophisticated and alluring. Something that its own marketing had never fully translated into its Caribbean expression. A silhouette-led visual direction was developed to give the property an identity unmistakably its own within the Setai world: atmospheric, restrained, and immediately recognisable to anyone familiar with the Miami property. Where the broader Caribbean luxury market defaults to light, bright, and interchangeable, this direction carved a lane of one.

From brand strategy, the work extended across every layer of the property’s outward and physical presence. Campaign concepts and billboard imagery were developed and produced using AI platforms, guided by creative direction and art direction throughout and delivering campaign-quality visuals at a fraction of traditional production cost. High-level photoshoots and videography were creative directed for both social media and print, and the property’s social media account was managed and shaped to maintain a consistent, considered voice. Creative direction extended further into the sensory and spatial experience of the property itself, informing the spa concept, retail spaces, restaurant environments, and curated art programming thus ensuring the identity cohered not just visually but physically and emotionally across every touchpoint a guest encounters.

The resonance extended beyond the property. The St. Maarten Minister of Tourism reached out directly in response to the work, requesting to incorporate the concept’s language and colour direction into the island’s next official marketing campaign. The brand language developed for the property had captured something true about St. Maarten itself, the island is a place of endless possibility, where every day is shaped entirely by the person living it. That feeling became the conceptual foundation for the island’s own narrative: Move to Your Own Rhythm — a line where the word rhythm carries through the language at every level, echoing the island’s spirit of personal freedom, unhurried discovery, and a life lived entirely on your own terms.

That kind of resonance doesn’t come from executing a brief. It comes from understanding deeply and intuitively how a place should feel, and having the vision to give it a voice.

Overview

Indeed Laboratories is proudly Canadian and distributed worldwide with the main mission to create the best affordable skincare products with premium-quality, clinically-proven, clean ingredients that are responsibly sourced with quality in mind. 

Outcome

The contribution was to the foundational thinking behind Indeed Laboratories rebranding direction, helping to shape a more cohesive and considered visual and strategic evolution. With a focus on longevity and practicality, the approach was designed to allow for a seamless transition: enabling the brand to continue selling existing inventory while gradually introducing a more modern, elevated aesthetic. This included guiding shifts in colour palette, tone, and overall brand expression to better resonate with a contemporary demographic, while maintaining the integrity and trust the brand had already established. The result was a thoughtful, phased evolution that balanced commercial needs with a refined, forward-looking identity.