Reframing a Brand Through Story: The Salyers Group

When The Salyers Group set out to evolve a family of historic properties, the goal was not cosmetic change — it was narrative transformation. The question was simple: What do these spaces mean beyond what they look like?

As Art Director for The Salyers Group, I led a storytelling approach that shifted perception from places to experiences. Instead of leading with aesthetics, we led with identity, creating messaging, scripts, and on-site language that articulated not what these properties are, but what they allow.

Role
Creative strategy, narrative development, cross-functional alignment.

Challenge
A saturated hospitality landscape where beauty alone no longer differentiates

Approach

• Unified brand voice across properties and teams

• Narrative frameworks replacing descriptive language

• Story-driven activation across social, campaigns, and guest touchpoints

Outcome

• Increased emotional affinity and engagement

• Stronger internal alignment and voice consistency

• A shift from passive admiration to active attachment

We didn’t redesign the spaces. We redesigned the meaning people assigned to them.