ST Starwood

After the 2008 recession, Starwood Hotels launched ST Residential, partnering with the FDIC to acquire and reposition more than 35 distressed properties across the U.S. I led creative direction for both the corporate brand and the individual property identities—developing the overarching brand strategy, visual system, and go-to-market framework that guided how every property came to life.

Working with a strategist partner, I directed the photography, identity development, and campaign execution while establishing repeatable creative processes and design methodologies for rollout. The integrated system streamlined production, ensured consistency across markets, and helped transform stalled properties into desirable, design-led developments—reigniting broker interest, accelerating sales, and strengthening Starwood’s reputation in the residential market.