Custom Editorial
The Ritz-Carlton
Produced while employed at Design Army
Legendary luxury hotel The Ritz-Carlton needed a scalable system to implement scenography—the elements, experiences, and rituals that create a sense of place and emotional experience for each guest—across its hundreds of properties around the globe. The solution? An editorial approach to an onboarding document and an interactive toolkit to help properties craft their own unique guest experiences.
I led the editorial strategy for the SCNG project, creating the roadmap for the 52-page perfect-bound magazine; collaborating with the Creative team to develop the toolkit materials; and interviewing dozens of The Ritz-Carlton staff from Shanghai to Arizona to Doha to craft long-form narratives and Q&As to inspire their peers. This premium example of educational and inspirational storytelling continues to set the standard for The Ritz-Carlton’s internal marketing efforts.
