Hi, I’m lindsay.
believer in unreasonable hospitality. intentionality over everything. and that yes, care is a business strategy.
I'm glad you're here.
I'm a Creative & Brand leader with expertise in brand identity, development and standards, project management, marketing, visual storytelling and making creative ideas come to life (even the wild ones).
I've dedicated my career to brand and hospitality development as they are both fundamentally rooted in care, the most important verb. By inserting intentionality in all that we do, we create a more inspiring and fulfilling world. And, well, who doesn't relish in a little surprise and delight?
I'm looking to collaborate with people who are perpetually seeking, full of wonder and know that there is always a better way.
I believe human connection is possible through many mediums and is the most valuable gift, that nature is our greatest teacher and that time is our most precious resource.
Event Production
From concept to doors open? I’m the ticket. I produce events end to end, shaping the idea, building the run of show, locking vendors, managing budgets and keeping every moving piece on track. I’ve worked across cultural programming, brand activations, launches, live music, large venue shows and experiential moments, making sure the details are buttoned up and the experience feels seamless and intentional from start to finish.
Hospitality
Unreasonable hospitality runs through my veins, and I mean that wholeheartedly. I've been this way my entire life and I've been lucky to make a career out of it. I've developed hospitality training guides, mentored teams on the ground and led brand standards globally for Ace Hotel, ensuring that the guest experience we market is the one we provide (and, well, you know, better). I'm pro at teaching hospitality professionals the why and the power of care. And, of course, all the operational stuff to keep your property and team running with care and efficiency, all while hitting those financial goals.
Marketing
Trying to extend your reach? I build creative strategy and manage paid social campaigns that are impactful. Fan of a good A/B test, dialing in audiences, optimizing budgets and tracking KPIs so we know what’s working, what's not and what we can do to fix it. Retargeting, prospecting, lookalike and awareness are all friends of mine. I stay ahead of performance dips before they become problems, keeping campaigns efficient and teams aligned. Also, print isn't dead. I can help there, too.
Creative Project Management
Ambiguity to ideation to a path forward? I have you covered. I straighten out the lines and make a clear road to efficiently get things done - I’m ahead of the roadblocks before the team can even spot them on the horizon. I hold teams accountable with the humanity it takes to really make people want to do the work. I’ve managed the workflows of design, copy, marketing, sales, web and revenue to ensure all projects globally run smoothly and meet deadlines, budget and, yes, the expectations of multiple stakeholders. I'm well versed in platforms like Hive & Asana, but also know it's the human behind the machine that really keeps it moving.
Brand Identity and Development
What once was considered pushing the needle has become homogenized and brands are starting to look more and more like mood boards of those that came before. With over ten hotel identities, thirty food and beverage outlets and hundreds of campaigns under my belt, I'm here to lead your team to innovative creative intentionality that resonates and inspires.
THINGS I CAN HELP YOU WITH
A NON COMPREHENSIVE PORTFOLIO
Atelier Ace (Ace Hotel Global)
Atelier Ace is the creative agency and management company behind Ace Hotel. This is where I spent my entire adult career (over twelve years!). I've overseen tens of thousand of projects (no exaggeration) for fifteen hotels under the Ace umbrella and all outlets within them. This includes brand identity and development, launch and ongoing digital assets, digital and print marketing, paid social, programming materials, OSE, retail, sales and really every idea that we ever dreamt up.
Maison De La Luz
Maison de la Luz, created by Atelier Ace, was a refined, guesthouse style hotel in New Orleans that blended old world elegance with a modern, intimate sensibility.
My work on this project included the hotel and the adjoining Bar Marilou. I was part of all branding and identity development, asset creation and review, launch strategy and marketing.Food & Beverage Identity Development
Each hotel has its own identity and each outlet within the hotel their own, too. With that, I have been part of the identity development of over ten hotels and thirty food and beverage outlets - this includes all brand and voice guidelines, property kits, OSE and marketing.
Sister City
Sister City, created by Atelier Ace, was a thoughtfully pared-back hotel designed around the idea of “less, but better.” Located on the Lower East Side, it combined minimalist design, smart technology, and a focus on seamless, essential experiences—offering a calm, design-forward stay in the middle of downtown NYC.
My work on this project included the hotel, Last Light (rooftop bar) and Floret (ground floor restaurant). I was part of all branding and identity development asset creation, launch strategy and marketing.
Global Marketing
I oversaw the development and implementation of global marketing campaigns. This includes property launches, global initiatives and property specific assets. Email marketing, paid or organic social and print media are all in my area of expertise.
The above is a global campaign for Ace Hotel in which we worked with the inimitable Clare Crespo to make miniatures of Ace Hotel hotel rooms and the shop products within them.
Programming Collaborations
For noma at Ace Hotel Kyoto my team had to work to bridge the identities of two heavy hitters in the realm of hospitality. We worked to create assets that aligned for both brands, developed a website to ensure the functionality of the cross reservation system, strategized and implemented the marketing campaign.
This is one project of a plethora of culturally resonant collaborations I have been part of developing.
Desert Gold
Desert Gold is the experiential event that takes place at Ace Hotel Palm Springs every year during Coachella. Filled with partnerships, activations, DJs and live performances, it aims to be an extension of the festival on property.
My work here has been in branding and identity development, marketing, asset creation, project management and installation.
Property Launches
I've launched seven properties globally: Ace Hotel Athens, Brooklyn, Kyoto, Sydney and Toronto as well as Maison de la Luz and Sister City. In those launches I have been responsible for branding development, launch strategy and marketing, and overseeing all asset creation for the properties and their outlets.
Operating Supplies and Equipment
Everything that would fall out of a hotel if you shook it upside down? That's OS&E. For all hotels under the Atelier Ace umbrella, I helped lead the creation and development of all designed assets. That's menus, blankets, robes, tissue boxes, informational guides, green messaging, room keys, apothecary bottles, amenity kits and so on.
Retail
During my time on the brand team at Atelier Ace we developed and designed dozens upon dozens of capsule collections (hundred upon hundreds of products) and unique pieces for Ace Hotel properties, allowing guests a chance to bring us home.
I’m familiar with cut and sew production, with insight into materials, construction and the details that shape a well made product.
Contact
Ask me anything