Five Brands.
Two of them didn't exist yet.
Creative Direction
Brand Launch
Campaign Systems
Launching a luxury hospitality district in Old Town Scottsdale. With a guidelines PDF, a set of 3D renderings, and no photography of a place that hadn't been built
Client
Yari Group
Riot Hospitality Group
Role
Art Direction
Campaign Design
Year
2025
2026
2026
Scope
E-mail
Paid Advertising
SMS Design
THE
Situation
The Yari brothers opened an entertainment district in Old Town Scottsdale: a W Hotel, a boutique property called The Remi, a 13,869-square-foot fine-dining restaurant called SHIV, and Allegra a rooftop pool lounge on The Remi's 12th floor.
Marketing had to start filling reservations before two of those venues had interiors, staff, menus, or a single photograph.
the
Problem
W Hotels is a Marriott property. The parent brand arrives with a rigid identity system and very little tolerance for interpretation. SHIV and Allegra arrived with the opposite problem. Brand guideline documents describing a mood, and architectural renderings of rooms that didn't exist yet.
So the work split into two hard constraints pulling in opposite directions
Too much brand. W Scottsdale had to feel unmistakably W. Bold, music-driven, and design-forward while still selling a specific cabana on a specific weekend.
Not enough brand. SHIV and Allegra had a logo, a color story, and a vibe. Everything else: how the brand behaves in a 300×250 banner, what it sounds like in an SMS, what it looks like when it's cropped to a square — didn't exist. Someone had to decide.
That decision-making was the job. Not the asset production.
Not enough brand. SHIV and Allegra had a logo, a color story, and a vibe. Everything else: how the brand behaves in a 300×250 banner, what it sounds like in an SMS, what it looks like when it's cropped to a square — didn't exist. Someone had to decide.
That decision-making was the job. Not the asset production.
Approach
Build atmosphere, not architecture.
I couldn't show the room, so I sold the feeling of standing in it. For SHIV, that meant luxurious red curtains, black slates, black and white photography with slight grain,and gold text.
For Allegra, stucco textures, palm & aethetic shadows, fruit and sandy images.
For Allegra, stucco textures, palm & aethetic shadows, fruit and sandy images.
One system, many venues.
Whiskey Row runs four locations — Nashville, Scottsdale, Gilbert, Denver — each needing tailored imagery, copy, and logo lockups for the same promotion. Rather than designing four campaigns, I built one flexible template system with venue-specific slots, so a seasonal push could ship to all four markets without redrawing it four times.
Selected
Work
preserving a rigid Marriott identity while selling local events
building luxury atmosphere from renderings and guidelines
translating an unopened rooftop venue
into a campaignable visual world
into a campaignable visual world
systemizing multi-location promotional creative
Built to
Perform
Shipped two brand launches from zero visual reference.
SHIV and Allegra both went to market with a complete campaign system — paid, email, and SMS — before either venue opened its doors.
Built creative systems still in use across five brands and seven locations.
The templates handle seasonal campaigns, event pushes, and venue-specific promotions without redesign.
Became the client's default creative partner across the group.
What started as 4 venues for PPC expanded to full marketing campaigns for12 venues because of how well our creatives preformed.
E-mail
jeremy@cozybolts.com
Jeremy Palomo