An integrated approach to brand and environment–from luxury amenities to seasonal moments–shaping how guests move, gather, and return.
Caruso is defined by a rare ability to create places that feel both timeless and entirely of the moment—destinations where elegance, comfort, and cultural relevance converge. Each property is designed as a complete world: elevated yet familiar, refined yet welcoming. From retail to residential to hospitality, the experience is seamless—an expression of considered detail and enduring appeal.
As offerings expanded across luxury amenities and experiences, the need for cohesion became essential—resolved through a design system that elevates every touchpoint to feel considered, curated, and distinctly Caruso.
Team
- Creative Direction – Heritage Creative Club
- Graphic Design – Lindsey Prata & Gracie Wilson
Areas of Focus
- Wayfinding
- Print Design
- Email Design
- Social Media Design
On-Property Marketing
External communications at Caruso are conceived as extensions of the physical environment—where design does not sit on top of the experience, but becomes part of it. Every touchpoint, from campaigns to signage, contributes to a cohesive and immersive guest journey.
From tenant sales and seasonal storytelling to wayfinding systems and experiential activations, the work balances clarity with sophistication. The design approach unified marketing, signage, and activation into a single visual language that moves seamlessly across physical and digital touchpoints. By unifying communication across the physical environment, design shifted from decoration to infrastructure—guiding behavior while enhancing perception. Foot traffic increased (+25%), while engagement deepened across both physical and digital channels.
From tenant sales and seasonal storytelling to wayfinding systems and experiential activations, the work balances clarity with sophistication. The design approach unified marketing, signage, and activation into a single visual language that moves seamlessly across physical and digital touchpoints. By unifying communication across the physical environment, design shifted from decoration to infrastructure—guiding behavior while enhancing perception. Foot traffic increased (+25%), while engagement deepened across both physical and digital channels.
Holidays at Caruso
Winterland by Caruso transforms each property into a fully immersive holiday world—where nostalgia, spectacle, and storytelling converge. It is less a campaign and more a seasonal identity, designed to create lasting emotional connection. Holiday experiences are often saturated with visual noise. The opportunity was to differentiate through restraint—creating a system that feels elevated, cohesive, and emotionally resonant rather than overly decorative. Across every property, the experience unfolds as one continuous story. Visitation surged (+35–45%), retail performance followed (+30%), and social engagement expanded. More than a campaign, Winterland became a cultural marker—synonymous with the holiday season in Southern California.
Internal Marketing & Communications
Internal materials are often overlooked as purely functional—but at Caruso, they are instrumental in shaping perception and decision-making. By elevating these assets with the same rigor as external campaigns, communication became more precise, persuasive, and aligned.
This shift improved tenant conversion rates (+20%) and reduced project turnaround timelines (~15%), while enhancing clarity across teams and stakeholders. Beyond efficiency, it reinforced confidence—ensuring that every interaction, internal or external, reflects the same level of excellence.
