Nina Hotel

Social Media Branding Playbook

Laptop on beige fabric couch with screen displaying social media playbook titled 'Nina Hospitality' and an illustration of a table and chairs.

Deliverables:

Playbook Design . Visual Direction Guide . Social Media Templates . Platform-specific Strategies .

Nina Hotel is a luxury hospitality brand known for weaving refined comfort with a curated lifestyle. My challenge was to translate that premium, in-person experience into a digital presence that feels just as elevated. I developed a comprehensive social media playbook that not only defined the brand’s visual language and tone, but also provided a long-term strategy for storytelling across platforms.

My Role: Art Direction · Social Media Strategy · Visual System Design · Branding Guidelines

Tools Used: Photoshop · InDesign · Illustrator · Lightroom

Building the Framework

A colorful diagram illustrating different content creation themes. It includes five sections labeled: 'Editorial & Content Creation,' 'Brand Essence,' 'Channel Roles,' 'Tone & Manner,' and 'Theme & Content Pillars.' Each section has a background color and minimal line art illustrations relevant to their themes, such as a hand writing, a group of people, a megaphone, flowers, and an open book.

I began by designing a branded image guide—from photography style and retouch tones to composition and subject matter. Every detail, whether a skyline view, a spa moment, or a glimpse of in-room amenities, was crafted to feel aspirational yet inviting. The playbook also outlined platform-specific strategies for Instagram, Facebook, and LinkedIn, ensuring that each channel carried the same premium feel while adapting to audience expectations.

Creative Direction & Visual Strategy

The visual system was rooted in serenity and elegance. I leaned into soft gradients, natural light, and architectural details to express Nina’s understated luxury. By balancing editorial-style imagery with experience-driven content, I positioned the brand as more than just a place to stay—it became a lifestyle to desire and share. Custom templates and layouts embraced white space and clarity, creating a digital environment as refined as Nina’s hospitality.

Voice & Messaging

To support the visuals, I established messaging pillars around “Modern Comfort,” “Effortless Luxury,” and “Curated Moments.” Copy guidelines encouraged a tone that was warm, graceful, and subtly persuasive, ensuring the voice always enhanced the brand’s emotional resonance.

Hotel reception desk with a blurred woman standing beside it. The wall behind displays the Nina Hotels logo and Chinese characters, with a vase of flowers on the counter.
An infographic titled "Style Elements" explaining design principles including Eye Catching, Bold, and Trendy. It features a color palette with nine color swatches categorized as Brand Tone, Ocean Tone, and Earth Tone, with instructions on color matching and contrast for branding and visual consistency.
Infographic titled "Style Elements" with guidelines for social media carousel and story formats, including principles on story opening, tagline, brand name, details, call for action, and stylistic tips.
A design infographic showcasing style elements with sections for illustration style, including a photo of a child and celebration items, and a section for text style with sample text and font details, all on a muted terracotta background.
An infographic with the title 'Storytelling Method' showing business branding principles. The background includes a photo of two women talking, one holding a wine glass, in a bright, modern space with large windows and decorative pampas grass. The infographic discusses brand philosophy, emphasizing storytelling to evoke emotions, with sections on content pillars, personality traits, and tone of voice.
Two women sitting on a bed in a hotel room, looking at a smartphone, with a city skyline view through large windows.
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Results

The playbook provided Nina Hotel with a scalable digital toolkit—a resource that ensured global consistency across multiple locations while giving their team the flexibility to adapt for seasonal campaigns and local storytelling. It positioned the brand to stand out online with the same elegance it embodies offline.