150+ boutique hotels around the world, each with its own unique personality – how I made them feel like one great brand
InterContinental Group’s Hotel Indigo is ‘The World’s Neighbourhood Hotel’. I helped bring this rich proposition to life globally, but in a distinctly local way. Whether it’s marketing, activations or on-site experiences.
[Note: The following are brief excerpts from various internal documents, with some slightly blurred to maintain privacy]
Created a global canvas for local stories
I helped Hotel Indigo flip the usual brand building model. Instead of enforcing global uniformity, it empowered local diversity – with a framework that inspired individual stories.
I created its global social and marketing playbooks to reflect this approach, including content strategy, creative guidelines and asset kits.
Turned it into a company value
The storytelling didn’t stop with the marketing. I extended it to the employer proposition that invited everyone to bring their individual stories. Making the brand just as alive behind the scenes.
Shaped how the guests experienced it all
But ultimately, it’s not the words or pictures that make a hotel — it’s the way everything comes to life.
I helped shape Hotel Indigo’s café, spa and events experiences, turning its brand promise into something guests can taste, touch, and feel.
Crafted the story behind Hotel Indigo’s signature café experience, and helped bring it to life.
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Defined the brand vision and narrative for a Hotel Indigo spa experience to inspire global teams.
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Developed the proposition and comprehensive guide for hosting on-brand events and experiences.
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