The Vigneron

Strategy, naming, and identity development for a new Hilton Curio Collection hotel in Napa, delivered through an intensive stakeholder charrette process involving ownership, development partners, and design teams.

(Client)

Puccini Group

(Year)

2019

(Service)

Naming & Brand Development

(Details)

(Challenge)

Aligning a High-Stakes Hospitality Brand Vision

A new Hilton Curio Collection hotel in Napa required rapid alignment among ownership, development, and design stakeholders, necessitating a highly structured and collaborative approach to brand definition and positioning.

(Goal)

Build a Structured Process for Brand Strategy Development

Define and lead a charrette-based brand development framework that could translate fast-moving stakeholder input into clear, actionable brand direction, bridging methodologies from architectural practice into brand strategy and identity design.

(Result)

Scalable Brand System and Agency Growth Framework

I synthesized stakeholder insights, market positioning, and experiential goals into a unified brand direction, refining an “organic alchemy” concept into a grounded expression rooted in Napa’s landscape and viticulture. I led naming and identity development, establishing The Vigneron, and delivered a complete visual identity system and brand guidelines for implementation across guest and marketing touchpoints. The charrette-based process I developed became a repeatable agency framework, improving client alignment, accelerating early-stage decisions, and contributing to repeat engagements and new business wins.