BRAND EVOLUTION + CONNECTED ECOSYSTEM
From personalized activity programs to a connected hospitality brand.
As Amenity Services Inc. grew from white-label destination-based activity programs into a broader nationwide hospitality business, it needed more than a new identity. It needed a brand and experience system capable of connecting travelers, property partners, local activity providers, and internal teams across an expanding set of digital and physical touchpoints.
I helped lead that evolution into Xplorie—shaping the customer-facing brand, building the creative function around it, and extending a shared visual and structural language across websites, microsites, product experiences, campaigns, content, conferences, sales tools, and partner communications.
TENURE
October 2011 - February 2026
ORGANIZATION
Xplorie, LLC (formerly Amenity Services Inc.)
ROLE
Director of Creative Development; progression from sole creative contributor to multidisciplinary creative leader
AUDIENCE
Travelers, Property Managers, Owners, Prospects, and Local Activity Providers
DISCIPLINES
Brand Strategy, Creative Direction, UX/UI, Digital Products, Content, Video Storyboarding & Editing, Integrated Marketing, Events, & Creative Operations, AI Tool Integration
SCALE
Websites, 135+ microsites, Blogs, Social Media, Videos, Customer Journey, knowledge base, destination content, & supporting marketing Campaigns
THE CHALLENGE
A growing business needed a shared story.
Amenity Services Inc. created personalized activity programs for property-management partners across destination markets. The model was flexible and highly customized, but as the company expanded, that flexibility brought limitations to necessary technological advances that travelers would soon expect. The business needed a recognizable customer-facing identity that could travel across destinations, partners, products, and channels while still supporting partner-specific requirements.
The challenge was not simply to create a new logo. It was to establish coherence across a complex service ecosystem—making the value easier to understand, the experience easier to navigate, and the product easier to scale as the company grew at a faster rate into new destinations across the country.
DESIGN TENSION
Create one recognizable experience without removing the destination flexibility and partner value that made the original model work.
THE STRATEGIC RESPONSE
Build the brand—and the creative system around it.
The evolution to Xplorie gave the business a clearer public identity, but the work extended far beyond naming and visual expression. I approached the brand as a connected system spanning what the company said, how its products and digital experiences worked, how partners introduced the program, and how travelers encountered value throughout their journey.
My responsibility grew with that system. I moved from being the organization’s sole creative resource to leading creative development across B2B and B2C marketing, brand, UX/UI, content, web, video, social, campaigns, conferences, sales enablement, and creative operations. I also recruited, trained, mentored, and managed creative talent while partnering across executive leadership, product, marketing, sales, and customer-facing teams.
Evolving a hospitality brand.
Xplorie needed to feel consistent enough to be recognizable and flexible enough to live within many destination and partner contexts. I helped translate the brand strategy into a practical creative language that could move across consumer, partner, corporate, product, sales, and event experiences.
That meant treating identity as a working system rather than a one-time launch. Visual standards, messaging, templates, reusable structures, and review practices helped teams create with greater consistency while accommodating the needs of different markets and audiences.
I created and launched company stores where employees could shop for whatever they needed, from conference clothing to print assets, and managers could reward employees with store credits. This helped boost camaraderie among staff and reinforced the win-as-one culture we were striving toward.
Designing a connected digital experience.
The digital ecosystem included several websites, 135+ microsites (one per activity program), ancillary activity pages, user portals, an interactive demo site, a booking engine, a knowledge base, destination content, landing pages, blogs, and supporting marketing journeys. The work required both systems thinking and detailed execution: information architecture, wireframes, prototypes, mockups, UI/UX, content structure, and ongoing optimization, fulfilling both data-driven and executive needs.
Rather than treating each site or page as an isolated request, I worked toward a shared visual and structural language that made experiences clearer for users and more manageable for the teams maintaining them. The result was a more connected foundation for product, marketing, partner, and traveler experiences.
Click here to see the interactive demo site that I created to show clients the different ways they could advertise their free activities to potential guests.
Building an integrated marketing ecosystem.
The brand had to work wherever travelers and partners encountered it—not only on the primary website. I directed and contributed to B2B and B2C email journeys, transactional communications, newsletters, product launches, blog programs, social content, paid and print advertising, direct mail, video, podcast marketing, sales presentations, partner materials, destination marketing, and conference experiences.
Programs such as Xplorie Stories added an emotional layer by turning customer experiences into narratives designed to build connection and advocacy. Across channels, the goal was to replace isolated outputs with a more intentional ecosystem: each touchpoint had a specific job while contributing to the same larger story.
SCALE & REACH
B2B+B2C
Connected Audiences: Partners & Travelers
5
websites within one business ecosystem
135+
microsites supporting destinations & clients
1
connected strategic view
REFLECTION
Brand, product, and customer experience become credible when they work as one system.
Xplorie reinforced my belief that brand, product, and customer experience cannot be separated cleanly. A brand becomes credible when its promise is visible in the interfaces people use, the communications they receive, the support partners can deliver, and the internal systems that help teams make good decisions repeatedly.
The work also shaped the kind of creative leader I am today: strategic but hands-on, comfortable moving between a system and its smallest details, and committed to building clarity for both audiences and teams while staying true to the big picture.