An oasis for dreamers

W Hollywood

Social Media
Influencer Marketing
Art Direction
Graphic Design
Content Production
Paid Social

Brief

W Hollywood, the West Coast flagship of W Hotels, is set against the iconic backdrop of the Hollywood Hills. In 2024, the hotel underwent a brand refresh, revealing a bold new look that needed to resonate with its glamorous location and rich history. To support this major reveal and elevate brand awareness, W Hollywood partnered with UMBRELLA to take full ownership of its social media presence, crafting a new visual direction that would set the stage for the brand’s next chapter.

Result

UMBRELLA delivered a successful visual rebrand of W Hollywood on social media, overseeing every step from strategy, art direction, and content production to influencer partnerships and paid social efforts. The approach balanced staying on-brand with W Hotels’ global identity while crafting a distinct persona for W Hollywood that felt native to its vibrant location. By establishing a clear and captivating art direction, UMBRELLA set the tone for the hotel’s refreshed social presence—merging modern luxury with the iconic allure of Hollywood.

360° Social Strategy UMBRELLA implemented a comprehensive 360° social strategy that combined a dynamic content series, strategic influencer partnerships, and a blend of organic and paid social media efforts to drive brand awareness and bookings.

Social MediaUMBRELLA implemented a comprehensive 360 social strategy that combined a dynamic content series, influencer partnerships, and a blend of organic and paid efforts. With a strategically holistic approach to social media, UMBRELLA successfully drove brand awareness and bookings and boosted key metrics across all social platforms.

Destination Series Launch UMBRELLA introduced the Destination Series featuring models Jabari and Malik Williams, showcasing hidden gems in Los Angeles through the lens of tastemakers. This ongoing series, continuing into 2025, positioned W Hollywood as the go-to destination for locals and tourists exploring the city.

Partnership Strategy

To elevate brand visibility, UMBRELLA partnered W Hollywood with Air Milkshake, an exclusive gifting suite featured in Nylon and W Magazine. This collaboration attracted a curated group of influencers from the fashion, beauty, and lifestyle spaces, enhancing the hotel’s presence among key target audiences.

“Working with Umbrella has been an absolute dream, and we truly can’t recommend them enough. From day one, they’ve felt like an extension of our internal team: collaborative, creative, strategic, and always two steps ahead.
 Umbrella played a pivotal role in repositioning W Hollywood as one of the new Global Flagship Hotels of the W brand. They not only helped bring our new brand identity to life across social, but also launched thoughtful, high-impact campaigns that drove real results.

 They bring a rare mix of creative vision and strategic insight, all while being incredibly responsive, kind, and fun to work with. Umbrella isn’t just an agency — they’re true partners in every sense.”
Grace Giblin, Marketing Manager
W Hollywood

High-Performing Creative StrategyA strategic mix of organic and paid social efforts amplified W Hollywood’s promotions, driving measurable success. By focusing on high-quality content production and precisely targeted social ads, UMBRELLA maximized engagement and conversion, ensuring impactful campaign performance.