Brand Strategy | Marketing Strategy | Guest Experience Design | Talent & Culture | Operational Excellence

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community builders, and
experience architects.

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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.

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THēsis Hotel

Creating a cultural center in Coral Gables.

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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

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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

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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

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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

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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.

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Faena District Miami Beach

Defining a new hospitality icon. 

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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

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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

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Pao by Paul Qui

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Faena Theater

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Tierra Santa

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El Secreto

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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.


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Independent Collection Hotels & Resorts

Stay inspired. Stay independent.

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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

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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?

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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

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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

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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. 

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Overseas Leisure Group

Evolving a leading luxury experiential travel brand.

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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.

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Mandarin Oriental, New York

Developing and launching NYC's most exclusive suite.

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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

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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

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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

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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

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