BRANDON VARA for PROPER
The Hyper-Local Content System
Vignette Collection
Role: Art Director / IHG Social Portfolio
Project Type: Platform-Native Social Content System
Vignette HOTELS | IHG Hotels & Resorts
CASE STUDY
The Hyper-Local
Content System
Building a culturally specific social presence at scale for an unknown luxury hospitality brand
Role: Art Director / IHG Social Portfolio
Project Type: Platform-Native Social Content System
Vignette Collection arrived on social with a logo, a color palette and a moodboard. Each hotel still needed a story. The answer was a four-step system that started with the place and produced reels that felt local, on brand and repeatable across a portfolio.
Research the place → Find the story → Cut for the feed → Adapt to the brand
Vignette Collection arrived on social with a logo, a color palette and a moodboard. Each hotel still needed a story. The answer was a four-step system that started with the place and produced reels that felt local, on brand and repeatable across a portfolio.
→ Research the place
→ Find the story
→ Cut for the feed
→ Adapt to the brand
01 /
Place Research & Asset Strategy
The Research Process
Each neighborhood was studied at street level. Landmark names became search terms, and every sourced clip was checked against Google Street View so each reel showed the real streets around the hotel.
02 /
Visual and Sonic Identity
The Narrative Edit
Edits began with story. For Casa da Companhia in Porto, one traveler found across several clips became the thread, carrying the viewer from the streets into the hotel. Music followed the story, then set the pace of the cut.
03 /
Platform-Native Production
The Vertical Edit
Reels ran around 15 seconds. Each opened on the neighborhood to stop the scroll, introduced the hotel second, and kept the logo on screen throughout to build recognition for a new brand.
04 /
Adaptation ACROSS BRANDS
The Brand Translation
The system then extended across the IHG portfolio. Hotel Indigo moved fast, with bright pacing and indie pop. InterContinental slowed down, with sparse cuts and a legacy luxury score. For established hotels, guest footage gathered with permission showed how a stay felt.