We developed a new brand strategy that positioned The James as a modern alternative to traditional upscale hospitality. Centered on the idea of Luxury Liberated, the platform defined a brand voice that felt both stylish and approachable—cutting through the noise with clarity and confidence.

From that foundation, we led a campaign shoot and print rollout that brought the brand to life with confidence. Every visual was crafted to feel editorial yet effortless, creating a cohesive identity across advertising, in-room touchpoints, and on-property storytelling.

We extended the brand digitally through a complete website redesign. With clean UX and elevated messaging, we built an intuitive platform that reflected The James' distinct tone—polished, human, and unmistakably modern.