Monterey Plaza Hotel & Spa

(+) Monterey Plaza Hotel
(+) Social Media Copywriting, Visual Direction & Brand Voice Development
(+) (2021–2024)

A multi-story beachfront hotel overlooking the ocean with balconies, a wooden deck with tables and umbrellas, and a small sandy beach area. The building is adjacent to a large concrete wall.

Perched above the Pacific on California’s central coast, Monterey Plaza is an oceanfront retreat and local landmark. Just a short drive from Big Sur, it blends classic elegance with a distinctly coastal spirit—welcoming guests with sweeping ocean views, ocean-to-table dining, and laid-back luxury.

From 2021 to 2024, I led social copywriting and visual direction, crafting a brand voice rooted in warmth, polish, and the rhythm of the sea.

Content featured maritime language, ocean-forward imagery, and a relaxed tone that invited guests to breathe in the salt air and unwind.

I also helped shape the Instagram grid’s aesthetic, leaning into a blue-forward palette that echoed the hotel’s interiors and waterfront views.

The Result

A cohesive, immersive content experience that brought the coast to life.

A woman relaxing in a rooftop hot tub overlooking Cannery Row and Monterey Bay with scenic views and distant mountains.
People kayaking on calm water near a scenic coastline
Woman in white robe standing on a balcony overlooking Monterey Bay, California, holding a drink, with mountains and water in the background.
A woman sitting on the hood of a vintage yellow convertible car parked by the coastline with cliffs and ocean in the background.
Colorful stilt houses along Monterey's waterfront with calm water reflecting the buildings, under a clear blue sky.
Collage of images depicting New England coastal vacation scenes, including a woman in a white dress on a staircase, kayakers on water, woman dining with wine, colorful seaside houses, wine glass with snacks, woman with yellow car by coast, two mimosas, whale breaching, living room with view, woman with binoculars at beach, colorful hotel interior, and couple walking near rocky coast.