ST Residential (Starwood Hotels)

Following the 2008 recession, Starwood Hotels launched ST Residential in partnership 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 a cohesive brand system, visual language, and go-to-market framework that scaled across markets and property types. Working with a strategist partner, I directed photography, identity development, and campaign execution while establishing repeatable creative processes for rollout.

The work helped transform stalled properties into design-led destinations — reigniting broker interest, accelerating sales, and strengthening Starwood’s position in the residential market.