A clearer creative system for a varied hotel portfolio.
Connecting property positioning, visual direction and production—from a reusable content model to the Casa Algarvia identity.
The challenge
A portfolio of hotels and golf properties needs a shared standard of quality while preserving what makes each place distinctive. Production also has to serve different audiences and channels: leisure guests, golf, meetings and events, food and beverage, and the wider destination.
My responsibility
As Content & Production Manager, I worked with marketing leadership, brand managers and property teams. I led freelancers and production crews, shaped briefs and visual direction, negotiated with suppliers, managed budgets and coordinated delivery.
My hands-on work included editing, graphic assets and creative development. That production knowledge helped me assess feasibility and maintain quality from the initial brief through the final output.
Build a repeatable way of making content
I developed and implemented the DHM Content Hub model, connecting production planning, asset creation, reuse and content governance. The aim was to make each shoot useful across properties, audiences and channels.
Competitive-set and positioning analysis informed the briefs. A premium golf proposition, a technical course story and a wider resort experience called for different creative priorities.
- 01
Position
Clarify the property, audience and commercial need.
- 02
Direct
Set the narrative, visual language and production brief.
- 03
Produce
Coordinate people, locations, suppliers, budgets and delivery.
- 04
Reuse
Plan assets for multiple formats and future communication.
Casa Algarvia: turn a sense of place into a visual language
For Casa Algarvia, I developed an identity rooted in the Algarve: architectural forms, ceramics, natural textures, blue and sand. The system extended from the logo and patterns to signage, wayfinding and guest-facing materials.
The implementation work connected the identity to the site itself—how guests find the restaurant and beach, how signs work together, and how the brand appears across everyday objects.
What the work delivered
A content operating model, property-led briefs, photo and video outputs, and a visual identity with an implementation framework for Casa Algarvia. Together, they show how I connect creative direction with the systems and production decisions needed to deliver it.
Team & credits
Role: Content & Production Manager, January–July 2026. Collaboration: DHM marketing leadership, brand managers, property teams, freelance photographers, videographers and production suppliers. The Casa Algarvia applications shown are design proposals and mockups from the brand manual; they are not photographs of completed installations. Film responsibilities sit within my content and production role and varied by output.
Identity, campaigns & applications