PORTFOLIO - St. Elm, Marriott

RENAISSANCE ST. ELM, MARRIOTT

(Petroleum Tower Redevelopment)

DALLAS, TEXAS

Rebranding a Historic Tower into a Boutique Marriott Destination

OVERVIEW

Originally built in 1930 as the Tower Petroleum Building, Saint Elm was reimagined through a $104M redevelopment into a 177-room Renaissance Marriott hotel. The project’s goal was to honor the building’s art-deco heritage while introducing a modern guest experience that could compete in Dallas’s crowded downtown hospitality market.

FOCUS

Brand Identity, Website, Guest Experience, Creative Collateral, Content Development, Partnerships

STRATEGY

Brand & Messaging: Defined a boutique positioning that balanced Marriott’s global sophistication with Dallas’s creative spirit. Developed cohesive brand language and visual direction that unified architecture, interiors, and marketing materials.
Copy & Design Integration: Created guest-facing and promotional content—from in-room materials to dining menus and collateral—that told a consistent, sensory story across every touchpoint.
Experience Design: Collaborated with interior designers, operators, and the marketing team to ensure the property’s visual identity aligned with its service experience.

Results

100% Lease-Up in 12 Months

Achieved full lease-up within the first year by integrating brand, digital, and experiential marketing strategies.

Elevated Brand Identity

Built a unified identity and redesigned digital + physical assets, positioning 1900 Pacific as a modern, sustainable, and culturally connected residential destination.

Strengthened Community Ties

Activated partnerships with Dallas Parks Department and local influencers, linking the property to Pacific Plaza Park and broader civic engagement.

Boosted Digital Presence

Launched a new website and directed targeted social campaigns, significantly boosting awareness and driving leasing momentum for the $104M redevelopment.