Weaving together hospitality, culture & music for an exclusive resort experience.

Client name: UMusic Hotel & Private Residences Austin

Central idea: Luxury wasn’t the message. Intentionality was.

I had my hand in: 

• Voice development

• Website copy

• Campaign activation

It was intimidating (at first) to write the web copy for such a massive worldwide brand. The more I dug into the brief, the more it became clear: this resort would boast its own standout identity both in layout and vision. Though not wholly separate from the UMusic brand, the resort would expand on one of UMusic Hotel’s most important beliefs: music has the power to change us. 

This project was an important notch in my belt because it was a departure from typical features-and-benefits copy (although there are many, don’t get it twisted). Intentionality was more important to this client. Besides, the audience was no stranger to luxury. That’s why each headline, module, and section had to emphasize more than just amenities. Instead, we focused on the community impact and cultural investment behind this world-class destination.

In the end, my team built a microsite to introduce the resort, tease the amphitheater, and ultimately sell residences and units.