YEAR:
2026
ROLE:
Director of Marketing
DELIVERABLES:
Marketing Strategy
CREDITS:
Website Design
overview.
PLH is a home-management membership for Palm Beach homeowners who want one trusted point of contact instead of a rolodex of vendors. The brand, website, and go-to-market were built from a blank page: identity, guidelines, site, direct mail, social, email, and tracking.
challenges.
No brand, no audience data, and a startup timeline. The audience is high-net-worth and often seasonal, hires by referral, and distrusts anything that sounds like a sales pitch. The founder's brief was "the club handles it," so the brand had to promise discretion and then prove it in operations. Tracking had to exist from day one, by channel and by customer segment.
brand identity.
PLH sells discretion to people who are tired of being sold to, so the brand has to come across as a quiet introduction rather than a pitch. A restrained palette of deep greens and warm neutrals, paired with a classic serif and a clean sans-serif, keeps everything calm, assured, and easy to read. The keyhole-palm mark puts private access and Palm Beach in one shape. Keeping it simple and luxurious lets one identity reach several high-net-worth, time-poor audiences, and clear rules turn that identity into something any collaborator can apply without guessing.
design choices.
The site follows the same restraint: one action per screen, generous space, and copy that sounds like a concierge, not a contractor. It was rebuilt in code so structure, speed, and updates stay in the team's hands, and so Claude can work inside the system without breaking it. Audience set the rest. High-net-worth, often seasonal Palm Beach homeowners hire by referral and distrust a pitch, so go-to-market stayed narrow: lead forms over broad awareness ads, direct mail for the neighborhoods in range, and a newsletter for the people already inside. Each stage was built from the one before, and every new piece is assembled from the brand kit instead of redesigned.
results.
Between late July and early October, the Instagram account grew from 77 to 124 followers and reached 19.3K views. The first Meta campaign, aimed at two neighborhoods, delivered 6,598 impressions and 131 clicks. It is still early stages to tell what the campaign will deliver.
