Mandarin Oriental wanted to bring consistency and clarity to its social presence across 41 individual property Instagram channels while strengthening its global brand in the luxury hospitality space. The goal was to create a social identity that felt premium but inviting, helping the brand stand apart from other high end hotel groups. I led the creative and art direction for this refresh, shaping a visual identity and content pillars that combined luxury with genuine cultural character. We delivered a global social strategy and bespoke playbooks for each property, offering practical guidance on how to capture and maintain the new look and feel. I also designed a production model that supported hotel teams in creating high-quality content efficiently at scale. This included directing shoots across international locations, managing remote production, and training local teams on workflow so the new identity could be rolled out with consistency and impact.