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
Scope
E-mail
Paid Advertising
SMS Design
Year
2025
2026
2026
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 treated text.
For Allegra, stucco textures, palm & aesthetic shadows, fruit and sandy images.
For Allegra, stucco textures, palm & aesthetic shadows, fruit and sandy images.
One system, many venues
Whiskey Row runs four locations: Nashville, Scottsdale, Gilbert, & Denver. Each needed 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 rebuilding it for each location.
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 four venues for PPC grew into full marketing campaigns for twelve, on the strength of how the creative performed.
E-mail
jeremy@cozybolts.com
Jeremy Palomo