The Watergate Hotel

THE WATERGATE HOTEL

ART DIRECTOR

2023 - 2024

OVERVIEW

The Watergate Hotel set out to build on its iconic legacy and establish itself as a contemporary cultural destination through elevated art direction, programming, partnerships, and guest experiences.

Across five internal brands, I shaped and executed the hotel's creative output—from website launches and social media management to campaign development, event production, and on-property installations. This work helped unify the brand across touchpoints, support cultural programming, and strengthen the hotel's position within Washington's hospitality landscape.

MY ROLE

Art Direction
Brand Strategy
Digital Brand Management
Seasonal Programming
Strategic Partnerships
Events & Experience Design
Sales, HR & Training Materials
Branded Collateral

COLLABORATORS

SVP Design: Rakel Cohen

Director of Marketing: Ali Le

Executive Chef: Tony DiGregorio

Cocktail Mixer: Kal Lemma
Photography: Thiana Anderson

Web Agency: Cendyn

ART DIRECTION: LIFESTYLE, SPA, F&B

BRAND MANAGEMENT

SEASONAL CAMPAIGNS

PRINTED MATERIALS

THE WATERGATE HOTEL

OVERVIEW

The Watergate Hotel set out to build on its iconic legacy and establish itself as a contemporary cultural destination through elevated art direction, programming, partnerships, and guest experiences.

Across five internal brands, I shaped and executed the hotel's creative output—from website launches and social media management to campaign development, event production, and on-property installations. This work helped unify the brand across touchpoints, support cultural programming, and strengthen the hotel's position within Washington's hospitality landscape.

OVERVIEW

The Watergate Hotel set out to build on its iconic legacy and establish itself as a contemporary cultural destination through elevated art direction, programming, partnerships, and guest experiences.

Across five internal brands, I shaped and executed the hotel's creative output—from website launches and social media management to campaign development, event production, and on-property installations. This work helped unify the brand across touchpoints, support cultural programming, and strengthen the hotel's position within Washington's hospitality landscape.

MY ROLE

Art Direction
Brand Strategy
Digital Brand Management
Seasonal Programming
Strategic Partnerships
Events & Experience Design
Sales, HR & Training Materials
Branded Collateral

OVERVIEW

The Watergate Hotel set out to build on its iconic legacy and establish itself as a contemporary cultural destination through elevated art direction, programming, partnerships, and guest experiences.

Across five internal brands, I shaped and executed the hotel's creative output—from website launches and social media management to campaign development, event production, and on-property installations. This work helped unify the brand across touchpoints, support cultural programming, and strengthen the hotel's position within Washington's hospitality landscape.

COLLABORATORS

SVP Design: Rakel Cohen

Director of Marketing: Ali Le

Executive Chef: Tony DiGregorio

Cocktail Mixer: Kal Lemma
Photography: Thiana Anderson

Web Agency: Cendyn

LUKE LAMP CO.

OVERVIEW

The Watergate Hotel has reestablished itself as a bold, design-forward destination in Washington, DC, blending its storied past with elevated, contemporary experiences. From a top-tier Inauguration hotel package to an annual Haunted Hotel Ball and a Cherry Blossom–season art festival, the hotel positions itself at the center of city-wide cultural moments, each thoughtfully layered with design, nostalgia, and a strong sense of place.

MY ROLE

Art Direction
Seasonal Programming
Strategic Partnerships
Events & Experience Design
Sales, HR & Training Materials
Branded Collateral

OUTCOME

Across five internal brands, I led design and content creation, seasonal programming, hotel installations, and event production, working closely with the SVP of Design and Director of Marketing to shape considered, guest-facing experiences.

COLLABORATORS

SVP Design: Rakel Cohen

Director of Marketing: Ali Le

Executive Chef: Tony

Cocktail Mixer: Kal
Photography: Thiana Anderson

Web Agency: Cendyn

ART DIRECTION & PHOTOGRAPHY

Lifestyle, spa, and F&B styling for an editorial and luxury feel while still leaning nostalgic and place-based in Washington DC.

DIGITAL BRAND MANAGEMENT

Management of five social accounts and websites, as well as third party booking hosts. In collaboration with Cendyn, we redesigned and launched all five websites, which was recognized by HSMAI for an increase of 36% in users, 45% in revenue, and 132% increase in ADR.

Press: HSMAI Adrian Award for website redesign

BRANDED COLLATERAL

Editorial spreads in Washingtonian Magazine, Argentta Spa brochures, F&B menus, and sales materials.

FOOD & BEVERAGE

INAUGURATION HOTEL OFFER

The Watergate Head of State Hotel Offer leaned into its legacy while highlighting its modern luxury experiences. Select amenities included round-trip helicopter transportation, a private chauffeur, custom presidential stationary, and a private whiskey tasting in the Scandal Suite where the historical break-in was conducted.

The offer was a record-breaking price and sold out with two bookings in both Presidential Suites.

Press: The Independent, ABC, Washingtonian, WTOP, WUSA9

CHERRY BLOSSOM PROGRAMMING

Cherry Blossom season is the busiest time of year in Washington DC and The Watergate Hotel had robust programming to celebrate. From the Cherry Blossom Art Festival in partnership with Victor Gallery to F&B specials, and a hotel offer featuring a private spring charter on the water, The Watergate Hotel was a notable presence.

Press: Vogue, Modern Luxury, Washingtonian, Alexandria Living, WTOP

HOLIDAY IGLOOS

Holiday Igloos are an anticipated annual experience at The Watergate Hotel for private dining and cocktails. This year, we expanded our reach to families as we offered cookie decorating add-ons and warm decorations. As the holiday igloos were already known in the community, we leaned on social media and local influencer marketing rather than traditional media to support the buzz.

Influencer partnerships: @dcspot , @dcfoodgod, @coryandthecity, @dmvbite

SEASONAL CAMPAIGNS

Inaguration, cherry blossom, and Halloween seasons.

HALLOWEEN PROGRAMMING

The 'Halloween Masquerade at the Haunted Hotel' was a record-breaking inaugural party for both ticket sales and revenue. Alongside the party focal point, the hotel offered F&B specials and private dining experiences.

Press: Eater, Washingtonian, NBC4

THE WATERGATE HOTEL

ART DIRECTOR

2023 - 2024

The Watergate Hotel, infamous for it’s historical political scandal, has reinvented itself as a hotel with bold design and elevated offerings that stand out in Washington DC. From the top-tier Inauguration hotel package, annual haunted hotel ball, and cherry blossom art festival, the hotel serves as the place to be during city-wide happenings, always sneaking in a nod to nostalgia.

Across its 5 internal brands, I led content creation, seasonal offerings, hotel installations, and event production - working alongside the SVP of Design and Director of Marketing.

THE WATERGATE HOTEL

ART DIRECTOR

2023 - 2024

The Watergate Hotel has reestablished itself as a bold, design-forward destination in Washington, DC, blending its storied past with elevated, contemporary experiences. From a top-tier Inauguration hotel package to an annual Haunted Hotel Ball and a Cherry Blossom–season art festival, the hotel positions itself at the center of city-wide cultural moments, each thoughtfully layered with design, nostalgia, and a strong sense of place.

Across five internal brands, I led design and content creation, seasonal programming, hotel installations, and event production, working closely with the SVP of Design and Director of Marketing to shape considered, guest-facing experiences.