Brand Development | Marketing Strategy | Customer Experience Design | Talent & Culture | Operational Excellence

We are destination makers,
community builders, and
experience architects.

Discover our Services

Destination Decoded worked with the ownership and management of THesis Hotel Miami to further develop the brand and position in its market.  To appeal to the audience, Destination Decoded worked on their visual strategy, customer journey experience and digital journey.
The outcome was an architectural and lifestyle shoot, website redevelopment and updated brand and experiential journey.

large_2020_11_05_THESIS_CARDOZO_S08_2590 1.jpg

medium_2020_11_05_THESIS_CARDOZO_S08_2590 1.jpg

small_2020_11_05_THESIS_CARDOZO_S08_2590 1.jpg

thumbnail_2020_11_05_THESIS_CARDOZO_S08_2590 1.jpg

2020_11_05_THESIS_CARDOZO_S08_2590 1.jpg

Thesis_desktop.mp4

Thesis_mobile.mp4

THēsis Hotel

Creating a cultural center in Coral Gables.

Back to all

large_2020_11_05_THESIS_CARDOZO_S07_2381.jpg

medium_2020_11_05_THESIS_CARDOZO_S07_2381.jpg

small_2020_11_05_THESIS_CARDOZO_S07_2381.jpg

thumbnail_2020_11_05_THESIS_CARDOZO_S07_2381.jpg

2020_11_05_THESIS_CARDOZO_S07_2381.jpg

2020_11_05_THESIS_CARDOZO_S08_2590.jpg

2020_11_05_THESIS_CARDOZO_S04_1412.jpg

2020_11_06_THESIS_CARDOZO_S18_1369.jpg

THesis_Hotel_Miami_STILLS__835-HDR-Pano-Edit_4K.jpg

THēsis Hotel Miami is an urban resort with a modern hotel sensibility, where guests and locals alike are invited to discover and embrace their personal THēsis. Set in a strikingly-designed building that honors the traditional architecture of the area, THēsis was conceived to be a modern-day town square, a communal gathering space located at the intersection of three historic neighborhoods: Coral Gables, South Miami, and Coconut Grove.

The creation of a modern-day town square

THesis_Hotel_Miami_DRONE_017-HDR-Edit_4K.jpg

THesis_Hotel_Miami_STILLS__711-HDR-Edit_4K.jpg

THesis_Hotel_Miami_STILLS__917-HDR-Edit_4K.jpg

THesis_Hotel_Miami_STILLS__007-HDR-Edit_4K.jpg

2020_11_06_THESIS_CARDOZO_S22_1784.jpg

THesis_Hotel_Miami_STILLS__122-HDR-Pano-Edit_4K.jpg

THēsis Hotel Miami had the foundational, structural and spatial elements to create an "ownable" brand identity with clear potential consumer alignments. Destination Decoded was charged with positioning THēsis Hotel Miami as the premier lifestyle hotel brand at the intersection of Coral Gables, South Miami and Coconut Grove, speaking authentically to a wide and diverse demographic of consumers looking to continue to evolve their own life THēsis.

We codified the brand vision ensuring corresponding pillars came to life across both the guest journey and brand communication.  This was ultimately realized through a strategy that aligned the audience to the space while developing a clear platform for manifesting the brand narrative across defined lifestyle pillars connecting to the broader THēsis Hotel Miami vision. 

Positioning a Cultural Hub in Coral Gables

large_2020_11_05_THESIS_CARDOZO_S08_2590.jpg

medium_2020_11_05_THESIS_CARDOZO_S08_2590.jpg

small_2020_11_05_THESIS_CARDOZO_S08_2590.jpg

thumbnail_2020_11_05_THESIS_CARDOZO_S08_2590.jpg

To better communicate the THēsis life journey prior to guest arrival, we made visual and copy tone changes to the site that better navigated the user through the THēsis life experience with the goal of enticing the buyer while garnering greater conversion rates.

Defining the Beginning of the Customer Journey

large_webscreen.jpg

medium_webscreen.jpg

small_webscreen.jpg

thumbnail_webscreen.jpg

webscreen.jpg

WEB_mock_Up_720.mp4

large_Thesis_Web.jpg

medium_Thesis_Web.jpg

small_Thesis_Web.jpg

thumbnail_Thesis_Web.jpg

Thesis_Web.jpg

Newsletter_mock_Up_02.jpg

With the property in its opening phase, we needed to develop the THēsis story visually in a way that takes a first time guest and turns them into a loyalist.  We utilized a visually appealing storytelling approach focused on authentic engagement drivers designed to go beyond industry standards leading to a tactile consumer experience and increased bookings.

Communicating the THēsis Life

ads.jpg

Without existing awareness, upper funnel and lower funnel advertising tactics were essential to drive awareness and conversion.  We developed new advertising taglines and visual identity that mixes images of the property with lifestyle imagery to create appealing ads that would pique interest for the upper funnel and close the sale for the lower funnel.

Creating Awareness through Visual Intrigue

THēsis Hotel Miami

The team behind Destination Decoded supported the launch of Faena District Miami Beach, Faena Hotel, Casa Faena, Faena Forum, Faena Bazaar and the integration of Faena Hotel Buenos Aires. The work spanned two years and included customer experience journey work, branding and collateral, OS&E selections, editorial and communications strategy.  The outcome set a new benchmark in placemaking and established Faena as a globally sought after brand at the intersection of luxury and lifestyle.

large_Single Big Image.jpg

medium_Single Big Image.jpg

small_Single Big Image.jpg

thumbnail_Single Big Image.jpg

Single Big Image.jpg

Faena_desktop_v2.mp4

Faena_mobile_v2.mp4

Faena District Miami Beach

Defining a new hospitality icon. 

large_Faena_Pool_Close Up.jpg

medium_Faena_Pool_Close Up.jpg

small_Faena_Pool_Close Up.jpg

thumbnail_Faena_Pool_Close Up.jpg

Faena_Pool_Close Up.jpg

2019_07_16_FAENA_S01_0070-2 2(1).jpg

2019_07_16_FAENA_S23_2688 copy 1.jpg

2019_07_16_FAENA_S01_0070-2 1.jpg

casa_faena.jpg

160910_Faena_S96.jpg

Faena_hotel2_Spa-Waiting-Area.jpg

Saxony_Suite_LivingRoom.jpg

Faena_hotel2_Tree_Of_Life.jpg

Faena_MIA1_07_V1.jpg

2017-03_Nik_Koenig_Faena_District_01.jpg

The Faena District Miami Beach is made up of over one million square feet of space spread over nine components contained within the neighborhood. The District contains over 100 residential units in addition to 209 hotel keys divided amongst the ultra-luxury Faena Hotel and the boutique hotel Casa Faena. 

Placemaking like no other

Faena_desktop_v1.mp4

Los Fuegos.jpeg

The team behind Destination Decoded led the branding, visual strategy, marketing, strategic partnerships, community engagement and communications strategy for Faena District Miami Beach’s portfolio of one of a kind outlets.

Los Fuegos

Faena_hotel_PAO_MAIN.jpg

Pao by Paul Qui

Theater_1F3G2534x.jpg

Faena Theater

Faena_hotel1_10_RGB_SPA_HAmmam.jpg

Tierra Santa

Faena_Secret_Bar_01.jpg

El Secreto

Faena_hotel2_Saxony_Bar.jpg

Saxony Bar

Faena Hotel Miami Beach

Destination Decoded worked with HHM to reposition and relaunch their Independent Collection brand. This included branding development, iconography and illustrations, launch marketing, commercial strategy, website redevelopment, visual guidance, email and editorial strategy, partnership development and public relations strategy.


large_230126_Morrow_S07_Arrival2_01327 (1).jpg

medium_230126_Morrow_S07_Arrival2_01327 (1).jpg

small_230126_Morrow_S07_Arrival2_01327 (1).jpg

thumbnail_230126_Morrow_S07_Arrival2_01327 (1).jpg

230126_Morrow_S07_Arrival2_01327 (1).jpg

Independent Collection Hotels & Resorts

Stay inspired. Stay independent.

2.jpg

iStock-1138549716.jpg

6.jpg

4.jpg

iStock-1132309095.jpg

1.jpg

Independent Collection sought to further develop their positioning as the authority for the modern day traveler seeking rich experiences in one-of-a-kind hotels. Destination Decoded crafted new brand identity that provided cohesiveness across properties while still honoring each hotels’ individual identity.

Appealing to the Modern Day Traveler

3.jpg

IC_Nesletter.jpg

The Independent Collection Hotel & Resorts fall newsletter encouraged travelers to embrace the spirit of adventure as the seasons changed. 

Ready for a change of scenery?

c3efc0636d07b94f50141b6adb93c2d7.jpeg

Destination Decoded worked closely with the Overseas Leisure Group to create unique experiences curated to each Independent Collection Hotels & Resorts property.

Experiences as Unique as You Are

home-screen.jpg

Destination Decoded launched the new Independent Collection Hotel & Resorts website. Designed for those who see the world differently,  the website reflects each property expressing their unique attributes. 

A Narrated Collection of Distinct Getaways

large_home-screen.jpg

medium_home-screen.jpg

small_home-screen.jpg

thumbnail_home-screen.jpg

Desktop_Independent Collection_Homepage.mp4

large_singleproperty-screen.jpg

medium_singleproperty-screen.jpg

small_singleproperty-screen.jpg

thumbnail_singleproperty-screen.jpg

singleproperty-screen.jpg

Desktop_Independent Collection_SingleProperty.mp4

large_Captura de pantalla 2021-12-08 a la(s) 18.39.55.png

medium_Captura de pantalla 2021-12-08 a la(s) 18.39.55.png

small_Captura de pantalla 2021-12-08 a la(s) 18.39.55.png

thumbnail_Captura de pantalla 2021-12-08 a la(s) 18.39.55.png

Captura de pantalla 2021-12-08 a la(s) 18.39.55.png

Mobile_Independent Collection.mp4

Engaged by luxury destination management company, Overseas Leisure Group, to support the launch of their product and market diversification strategy.  The work included the evolution of their brand identity, new website development, launch marketing strategy, sales collateral and content development. 

large_Untitled-design-1_2022-07-29-141459.jpg

medium_Untitled-design-1_2022-07-29-141459.jpg

small_Untitled-design-1_2022-07-29-141459.jpg

thumbnail_Untitled-design-1_2022-07-29-141459.jpg

Untitled-design-1_2022-07-29-141459.jpg

Overseas Leisure Group

Evolving a leading luxury experiential travel brand.

HB_Foto_Slide_47.jpg

slide_rodapé-1-1.jpg

Private-Event-Anguilla-4 (1).jpg

THE_BARRACUDA_HOTELS_47.jpg

HB_Foto_Slide_70.jpg

MOSAICO_FACE_PRINCIPAL_LIFESTYLE_7.jpg

large_Captura de pantalla 2021-12-08 a la(s) 23.43.21.png

medium_Captura de pantalla 2021-12-08 a la(s) 23.43.21.png

small_Captura de pantalla 2021-12-08 a la(s) 23.43.21.png

thumbnail_Captura de pantalla 2021-12-08 a la(s) 23.43.21.png

Captura de pantalla 2021-12-08 a la(s) 23.43.21.png

Desktop_Overseas_Leisure_Group_1.mp4

large_Captura de pantalla 2021-12-08 a la(s) 23.44.31.png

medium_Captura de pantalla 2021-12-08 a la(s) 23.44.31.png

small_Captura de pantalla 2021-12-08 a la(s) 23.44.31.png

thumbnail_Captura de pantalla 2021-12-08 a la(s) 23.44.31.png

Captura de pantalla 2021-12-08 a la(s) 23.44.31.png

Desktop_Overseas_Leisure_Group_2.mp4

large_Captura de pantalla 2021-12-08 a la(s) 23.47.43.png

medium_Captura de pantalla 2021-12-08 a la(s) 23.47.43.png

small_Captura de pantalla 2021-12-08 a la(s) 23.47.43.png

thumbnail_Captura de pantalla 2021-12-08 a la(s) 23.47.43.png

Captura de pantalla 2021-12-08 a la(s) 23.47.43.png

Mobile_Overseas_Leisure_Group.mp4

The team behind Destination Decoded worked with the management and ownership group of Mandarin Oriental, New York to develop a marketing and commercial strategy to position the property as #1 in RevPAR within their competitive set. The work included creating a new hyper-exclusive suite concept, and a layered partnerships and experiences strategy including Dior Cabine, Whitewall Magazine rotating art exhibitions, and Soundtrack of New York sound partnership with SOL Republic among others.

large_hero.jpg

medium_hero.jpg

small_hero.jpg

thumbnail_hero.jpg

hero.jpg

Mandarin Oriental, New York

Developing and launching NYC's most exclusive suite.

new-york-13-exterior-night-04.jpeg

5.jpg

slider1.jpg

The ownership and property leadership challenged the team to develop a strategy that would reposition the asset as the RevPAR leader within the highly competitive NYC Five Stars hotel market.

The Challenge

slider2.jpg

The team proposed the creation of an uber-luxury three-bedroom suite that would drive a higher ADR and achieve a RevPAR that would fundamentally change the market positioning of the asset. 

The Solution

slider3.jpg

The team crafted Suite 5000 as a secret pied a terre and integrated exclusive amenities, partnerships and experiences. Strategy included an immersive direct mail campaign and a series of launch events.

The Work

slider4.jpg

Suite 5000 debuted at $28,000/night and achieved occupancy of 32% in its stub year, 10% higher than the hotel's other suites resulting in a year-end ADR lift of $25 with the property achieving #1 RevPAR. 

The Results

Captura de pantalla 2021-12-15 a la(s) 21.54.02.png

Captura de pantalla 2021-12-15 a la(s) 21.54.49.png

Captura de pantalla 2021-12-15 a la(s) 21.54.36.png

We are destination makers, community builders, and experience architects.