About
Hi, I’m Magdalene. I have a passion for storytelling and a knack for creative problem-solving with a strategic touch. In my most recent role as Creative Director at Life House, I had the pleasure of building an incredible brand team and overseeing the in-house branding studio. While at the helm, we successfully managed a diverse portfolio of more than 40 hotels, earning recognition from top international media outlets and collecting prestigious awards along the way.
Prior to that, I worked at Pilot Coffee, a specialty coffee brand, where I collaborated with the Creative Director and the founders to establish a scalable brand system in preparation for their nationwide expansion. Additionally, I played a key role in content and marketing as one of the founding team members at East Room, a membership-based co-working space.
In earlier days, I worked as a strategic researcher in UI/UX, with a primary focus on projects in the medical and healthcare sectors. It has been a tremendous privilege to collaborate with numerous talented individuals throughout my journey, affording me the opportunity to seamlessly integrate both my creative and strategic skills into my current practice.
Experience
Life House, Hotels
Creative Director, Brand
2021 – Present
Foliage Paper
Owner & Creative Director
2017 – 2021
Pilot Coffee Roasters
Content & Design
2017 – 2021
Press
Hospitality Design Project Finalists 2023: Blue Iris by Life House / New Brand Launch
Vogue: The 26 Most Anticipated New Hotel Openings of 2022 / Life House, Berkshires
Dezeen: Life House transforms motor lodge in the Berkshires into hotel
CN Traveler: Life House, South of Fifth, Miami Beach
Travel + Leisure: The 100 Best New Hotels in the World
Forbes: The Hotel Capturing The Spirit Of Miami’s Little Havana
Fast Company: The 10 most innovative travel companies of 2022
New York Times: 8 Hotels for Winter Enthusiasts in the U.S. and Europe
Hospitality Technology: 2022 Hotel Visionary Award Winners
Services
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Brand Positioning
Conceptual Articulation
Naming Strategy
Tone of Voice -
Brand System
Logo & Typography System
Illustration & Iconography
Colour Palette Development -
Brand Guide
Content & Art Direction Guide
Production Styling -
Collateral Print Production
Branded Merchandise Production
Brand Partner Curation
Photo & Art Direction Guide