Floating Farmhouse is a design-forward Catskills retreat—a fully reimagined property conceived as both a private getaway and a rentable destination. With no existing digital footprint, the challenge was to translate a deeply considered architectural experience into a cohesive brand and digital ecosystem that could stand out in a crowded vacation rental market without tipping into over-commercialization.

As Brand & Digital Strategist, I led the end-to-end strategy and execution, working closely with architect Tom Givone to distill the property's ethos—modern restraint, rustic warmth, and quiet immersion—into an online presence that felt as intentional as the house itself. Rather than treating the website, social media, and content as separate deliverables, I built a unified system: a visual language, narrative tone, and publishing rhythm that allowed the brand to live consistently across channels.

The result was a custom Squarespace website paired with an organic social strategy that extended the brand beyond the site, establishing Floating Farmhouse as a distinctive destination from launch. The digital foundation supported immediate demand while creating a scalable framework for ongoing storytelling, press visibility, and long-term brand equity. Once the ecosystem was established, I transitioned ongoing management to marketing lead.