Hospitality · Brand + Website + Collateral + Paid Media
Carmel Beach Hotel.
A boutique launch on Carmel-by-the-Sea — visual identity, print collateral, website, and a full-funnel opening campaign that landed the property at just 100 steps from the sand.
HERO · Guest room- Strategy & Consulting
- Brand Visual Identity
- Collateral Design & Production
- Website Design & Development
- Email Marketing
- Paid Advertising (Search, Display, Video, Performance Max, Social)
- Analytics & Reporting
Spanning seven historic buildings, award-winning Mirabel Hotel & Restaurant Group’s newest property opened in 2023 with 26 guest rooms and suites, terroir-inspired seaside fare overseen by Chef Justin Cogley, and a wellness spa and fitness studio — all just 100 steps from Carmel Beach.
With the opening coinciding with the debut of two other nearby properties, the hotel needed to nail its launch strategy to gain traction. Carmel Beach Hotel partnered with Pixel & Polish to create the visual identity, bring it to life across digital and physical mediums, and develop and execute a program to build awareness and drive direct bookings.
We established the brand identity, designed and developed the website, produced a suite of print collateral to complement the on-site guest experience, and stood up booking-engine technology. In parallel, we executed a multi-channel launch campaign across email, social, and paid media — working closely with PR partner LGPR to coordinate print and digital efforts — before shifting into ongoing always-on campaigning.
Casual luxury meets nature.
A palette drawn from Pacific fog, watercolor washes, and the weathered stone of the coast. Serif wordmark, quiet layouts, and a supporting system built to breathe — the best of both worlds where casual luxury meets nature.
STATIONERY · Brand identity
LOGO · Family
GUEST ROOM · DetailPhoto: BONJWINGPrint pieces that bring the brand into hands.
A full print suite designed to complement the on-site guest experience — from the SECOYA menu system and welcome booklets to coasters, in-room compendiums, and beach essentials branded to feel like Carmel itself.
SECOYA · Menu
PRINT · Welcome booklet
COASTER · Barware
EXPERIENCE · Beach picnicA digital home that mirrors the walk to the water.
We designed and built the launch site around the same editorial system as the brand — quiet typography, generous white space, and a booking experience wired directly to the property’s reservations engine. Content, SEO, and merchandising have been optimized on an ongoing basis since opening.
Visit carmelbeachhotel.com →
WEBSITE · Now OpenPaid media that filled the rooms from day one.
We built a “100 steps to” creative platform that threaded across organic and paid social, display, video, Performance Max, and search — with editorial-feeling story units that outperformed industry benchmarks at every stage of the funnel. Result: 27k pre-opening email subscribers, a 15:1 blended ROAS average ongoing, and a 7.7% social ad CTR against a 0.90% industry benchmark.
SOCIAL · Story series
PAID · Display + Social unitsCarmel Beach Hotel opened with a fully-formed identity, a 27k-strong email list, and a paid program returning 15:1 — proof that a boutique launch can hold its own against much bigger neighbors when brand and performance ship together.