Native Places
Reimagining a hospitality brand around place, atmosphere and belonging.
As Brand Director, I led the evolution of Go Native into Native Places, transforming a traditional serviced apartment business into a lifestyle-led aparthotel brand shaped by culture, storytelling and guest experience.
The Work
The strategy was rooted in a simple idea: staying somewhere is not only about the room, but the feeling of being connected to a place. From visual identity and positioning to website design, tone of voice, social storytelling and guest communications, every touchpoint was reimagined around the idea of living like a local.
The work spanned PR, digital marketing, paid media, organic social, web, CRM, content strategy, performance messaging, guest communications, photography direction, printed collateral and on-property brand experience.
This meant building a brand ecosystem that went beyond accommodation: cultural programming for guests and local communities, food and drink concepts that encouraged people to gather, copywriting that spoke to the right demographic, and communications that connected Native Places with publications and platforms its audience trusted — from Condé Nast Traveller to curated city guides and best aparthotel lists.
Over time, the brand began to shape the properties themselves: their look and feel, the story of each building, the way spaces were used and the way each neighbourhood became part of the guest experience. This created an ongoing conversation around the brand, allowing each property to feel distinct while still belonging to a cohesive world.
The result was a more contemporary, culturally relevant and emotionally resonant hospitality brand — contributing to over 35% of total revenue through direct bookings, supporting stronger rates and establishing a clearer position within the hospitality landscape.
Great brands are built at the intersection of emotion and evidence. Alongside storytelling, identity and creative direction, my work is informed by data, audience behaviour and commercial performance — ensuring that every touchpoint not only feels right, but works harder.
Because the most successful brands do not have to choose between emotional connection and business results. The strongest ones achieve both.
Before
Integrity, creativity, and empathy shape the way we work. These aren't just words—they’re the foundation of everything we build. We believe in doing great work, building real relationships, and making it easy for you to get the results you’re looking for.
After
