COMPANY
Givone Architects
year
2020
MY ROLE
Brand & Digital Strategist
CHALLENGE
Floating Farmhouse, a boutique Catskills getaway property, needed a comprehensive digital presence to attract guests in an increasingly competitive vacation rental market. The property required more than just a booking platform. It needed a cohesive brand identity, compelling visual storytelling, and a strategic launch that would position it as a distinctive destination. As the lead on this end-to-end project, I was tasked with developing the property's entire digital ecosystem from the ground up, creating a brand narrative that would resonate with design-conscious travelers seeking authentic, elevated experiences in the Hudson Valley region.
LINKS
INDUSTRY
Hospitality, Architecture, Real Estate
AREAS
Brand Strategy & Positioning
Web Design & Development
Content Strategy & Copywriting
Social Media Strategy & Management
Digital Project Management
Launch Campaign Coordination
APPROACH & OUTCOME
I developed a holistic launch strategy that began with defining Floating Farmhouse's brand positioning—emphasizing the property's unique blend of modern design and rustic tranquility. Using Squarespace as the platform, I built a custom website that showcased the property's architectural character through carefully curated photography and thoughtful content that highlighted its distinctive features and connection to the surrounding landscape. The site was designed not just for bookings, but to tell a story that would appeal to travelers seeking a memorable, Instagram-worthy retreat.
Simultaneously, I created a comprehensive social media content strategy and visual feed that extended the brand's aesthetic across digital touchpoints. This included establishing posting cadences, developing content themes that balanced aspirational imagery with authentic guest experiences, and crafting captions that reinforced the property's positioning. The coordinated launch across website and social channels created immediate brand recognition and drove qualified traffic to the booking platform.
Key Results:
Achieved +150% booking rate through strategic digital launch
Secured feature in Architectural Digest, establishing credibility and generating significant brand awareness
Successfully positioned property as a premium destination in competitive Catskills market
Created scalable digital infrastructure and brand guidelines for ongoing marketing efforts
KEY COLLABORATORS
Tom Givone
Elizabeth Morgan
