Jumeirah — Codes of the House Playbooks
I’ve never been asked my thoughts on hotel lobby music. Now I have opinions.
the playbooks:
Jumeirah had a global brand, but no single playbook for how that brand should actually come to life across its hotels.
So we built one from scratch.
Codes of the House became Jumeirah’s first global hotel playbook system: a practical set of guides designed to turn the brand into something teams could actually use, from how experiences should feel to how they should be delivered across different moments, properties and markets.
What started as one playbook grew into seven complete editions over 18 months, with more still being developed.
Below is a sneak peak into the Curated Festivities Playbook.
my role:
Creative Lead. I built the playbook system from the ground up, deciding how each edition should work and what it needed to include. I shaped the thinking, wrote the content, and worked closely with design so the visual system made the information easier to use.
