For over a dozen years, Smarthinking Inc. developed smart, creative brands for The Jack Parker Corporation, with distinct properties in both New York City and Palm Springs. Both properties share similar personality traits, while the former focuses on delivering a quintessential New York experience, and the latter on creating an accessible 5-star resort-style guest experience.
Brand Conceptualization, Strategy + Management / Brand Operations Collateral Development / Advertising / Web + Digital Development Space Planning / Film Production / Copywriting
The unique hotels were treated as separate brands, each with several outlets throughout the resort/hotel serving as sub-brands. Smarthinking Inc. was tasked with conceptualizing new sub-brands, re-imagine existing ones, and ensuring their implementation into the hotel operations, as well as strategically communicating and executing all brands with print and digital campaigns, sales and on-site collateral, and film.