Client
The Ritz-Carlton Yacht Collection

Objective
Create a compelling new brand positioning for The Ritz-Carlton Yacht Collection that elevated it as a distinct luxury offering within the iconic Ritz-Carlton portfolio.

Scope
Brand positioning strategy, new brand tagline, visual identity development, production of a :60 second brand video ad spot along with a full suite of video and photography assets for web and social channels.

My Role

• Account lead to The Ritz-Carlton Yacht Collection CMO as primary day-to-day strategic and creative partner

• Led the agency team from brand positioning strategy through full asset production

• On-set client services lead for the photo and video shoot, ensuring creative excellence and client alignment at every stage

Results
This new brand positioning serves as the creative expression of the brand's evolution and its continued growth in the ultra-luxury space. Post-campaign launch, The Ritz-Carlton Yacht Collection celebrated its strongest "WAVE season" booking performance in the company's history.