Jack Parker Corporation

New York/Palm Springs

Smarthinking Inc. developed innovative, creative brands for properties in NYC and Palm Springs. We conceptualized new brands, reimagined old ones, and built strategies to effectively communicate utilizing print and digital campaigns, sales and on-site collateral, and films.


brand conceptualization + product development
space planning
brand standard operating procedures
brand narrative + identity + copywriting
graphic + product design
print + digital advertising
photography + film production
website + digital interactive

In addition to conceptualizing outlets, campaigns, and guest collateral communications, Smarthinking Inc., developed and implemented the Why We Do, What We Do, The Way We Do program to educate the various hotel departments on the multiple brands and how to execute them.