Branding, creative direction, story development, concepting for American Trade Hotel, the first in a series of portfolio projects through Ace Hotel / Atelier Ace, working with design shop Commune on the 50-room hotel in Panama's Casco Viejo.
The old part of Panama City, Casco Viejo and the building for American Trade Hotel had for decades fallen to neglect, housing multiple street gangs and kidnapping syndicates before its tenancy was successfully renegotiated by Atelier Ace.
I created the brand narrative, established and grew its blog and social media platforms and helped lead the sensitive and complex positioning for our brand in our first venture into a post-imperial urban environment, as well as being recognized by Architectural Digest and Condé Nast Traveler as one of the best hotels in the world in 2015. Brand/blog/brand guidelines/social media.