My Role: Brand voice development, tagline creation, and concept copywriting.

The Brief: A boutique roadside motel that needed a verbal identity that felt haunting, humorous, and would book them out before opening. Ghost Ranch is a highbrow, down-home concept for the modern wanderer.

I crafted a voice that lives in the tension between genuinely eerie and deeply funny, playing on double meanings that evoke rest, disappearance, and the growing desire for off-grid experiences.

Taglines: The Last Stop You'll Ever Need. / The Rest You've Been Dying For. / Turn Off Your Phone and Ghost. / Where Rest Feels Eternal. / A Stay So Good, You'll Never Want to Leave.

The Impact: This voice positions Ghost Ranch as a cult-favorite hideaway for creatives, couples, and curious travelers seeking something stranger than standard luxury. It establishes tone, tease, and trust in just a few words, inviting guests to rest, vanish, and romanticize the end of the road.