W Hotels

When W Hotels embarked on a comprehensive property rebrand and remodel, they needed fresh visual content that captured both the renovation's physical transformation and the brand's distinctive energy. The challenge wasn't just documenting new interiors—it was translating the W experience into imagery that felt alive, aspirational, and authentically luxurious.

A hotel rebrand presents a narrow production window. Construction timelines are tight, spaces are constantly evolving, and the property needs to maintain operations. We had to work efficiently while delivering content that would serve the brand for years across every channel—web, social, print, and partner marketing.

We embedded with the property team during the final phase of the remodel, coordinating closely with project managers to shoot spaces as they came online. The production strategy was built around capturing lifestyle moments—not empty rooms, but spaces in use. Models interacting with the environment. Natural light mixed with the property's signature mood lighting. Movement, energy, and aspiration.

Every shot was planned with multi-use in mind. Wide establishing shots for hero imagery. Tight detail shots for social content. Lifestyle vignettes for storytelling. The goal was to build a content library flexible enough to support everything from a homepage banner to an Instagram Story, all while maintaining the visual consistency that defines W Hotels' brand identity.

W Hotels launched the rebrand with a comprehensive visual toolkit: hero imagery for property pages, lifestyle content for social campaigns, and detail shots for press and partner materials. The content reinforced the brand's positioning—modern luxury that feels lived-in, not staged—and gave the marketing team flexibility to adapt messaging across channels without losing visual cohesion.

The imagery became the foundation for the property's digital presence, supporting ongoing campaigns and seasonal promotions long after the initial rebrand launch.