Homm Hotels

(+) Homm Hotels
(+) Social Launch, Tone of Voice, Copywriting & Visual Direction
(+) (2021-2024)

A person standing on a patterned floor looking at a scenic mountain view through a large open window supported by brick columns.

A lifestyle offshoot of Banyan Group, Homm Hotels launched in 2021 as a budget-friendly brand built around a simple but powerful idea: feeling at home, wherever you are. I was brought on to lead the social launch from the ground up—establishing the brand’s tone of voice, writing and guiding copy, and shaping the visual direction of its Instagram and Facebook presence.

Designed to be minimal yet magnetic, the copy style was defined by its bold brevity. Every post began with a SINGLE WORD OR PHRASE IN CAPS, followed by a short, playful caption. The punchy format quickly became a signature—and proved so effective that individual Homm properties adopted it on their own accounts.

Visually, the brand’s aesthetic began with a tropical palette—blues, whites, and greens—that reflected Homm’s early roots in Phuket. As the portfolio expanded to urban locations such as Bangkok and cooler locations like Sokcho in South Korea, I adapted the look and feel to maintain cohesion while also speaking to each property's local vibe.

The Result

A scroll-stopping social presence that felt fresh, flexible, and unmistakably Homm—growing with the brand while staying rooted in a sense of belonging.

A couple walks hand in hand on a sandy path surrounded by tropical trees and bushes at Homm Chura Samui, with palm trees and blue sky in the background.
A circular swimming pool surrounded by greenery and lounge chairs at a tropical resort.
A woman relaxing on poolside lounge chairs under a blue umbrella at a modern hotel or residential complex.
A person sitting on a lounge chair by a swimming pool in an urban setting with modern high-rise buildings in the background, lush greenery surrounding the pool area.
Collage of vacation scenes including a woman on a beach, colorful buildings, palm trees, a person reading on the beach, a boat, an airplane flying overhead, and aerial view of people swimming in the ocean.