ST Residential (Starwood)

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 the creative direction for both the corporate brand and the individual property identities, developing a cohesive brand system and go-to-market framework that could scale across markets and property types.

The system established a consistent visual and strategic foundation across regions, repositioning underperforming properties into more desirable, design-led residential offerings and re-engaging market interest.