W GRAMADO
For the W Gramado positioning project, I developed a strategic brand platform that translated the global DNA of W Hotels into a destination deeply rooted in southern Brazil. The challenge was to create a narrative that balanced international luxury with the cultural richness, and natural landscape of Gramado.
Rather than presenting hospitality as accommodation alone, the strategy positioned the brand as a collection of unique experiences. Design, gastronomy, wellness, and local culture became the pillars of a contemporary luxury ecosystem, transforming the hotel into a destination where lifestyle is the true product.
At the heart of the positioning was the idea of "Luxury, Liberated." The project embraced a more relaxed and experiential interpretation of luxury, combining the sophistication of a global hospitality brand with the authenticity of Gramado, where city and nature, exclusivity and accessibility, coexist in balance.
The outcome established a clear strategic foundation for the brand's verbal and visual identity, ensuring consistency across every touchpoint. More than defining how W Gramado should communicate, the platform articulated what makes the destination culturally distinctive while reinforcing its relevance within Marriott's global portfolio.