THēsis Hotel

Creating a cultural center in Coral Gables.

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.

  • Brand strategy
  • Positioning
  • Identity
  • Visual strategy
  • Web design

The creation of a modern-day town square

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.


Positioning a Cultural Hub in Coral Gables

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.

Website Redevelopment

Defining the Beginning of the Customer Journey

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.


Storytelling Strategies

Communicating the THēsis Life

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.

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