TASTE MAKERS
Luxury travelers. Global organizations. Iconic brands. Real stakes.
Agency Squid is a luxury hospitality and experience marketing agency built for brands where the product isn’t a SKU—it’s a moment, a memory, a standard.
We help hospitality groups, airlines, private membership organizations, luxury estates, and premium lifestyle brands do the hard thing: turn service, craft, and operational complexity into brands people choose, trust, and return to.
From redefining modern luxury hospitality, to repositioning a fast-growing airline for both pilots and passengers, to evolving global trade organizations and modernizing iconic wine estates—we build brands where experience is the product.
Strategy first.
Culturally fluent.
Built to endure.
An Experience-Driven Marketing Agency That Starts With the Human, Not the Industry
Travelers. Pilots. Members. Guests. Collectors. Before titles. Before transactions. Luxury hospitality and premium lifestyle brands don’t win on amenities alone. They win on meaning, clarity, and emotional resonance.
Deep human insight, not surface segmentation
Through qualitative and quantitative research, we uncover what people truly value—status, belonging, craft, ease, legacy, aspiration—then build brands that reflect it with conviction.
Trust that feels earned, not claimed
In aviation, wine, hospitality, and member-driven organizations, credibility is everything. We translate legacy, expertise, and craft into modern brand systems that feel authentic, relevant, and deserved.
Designed for experience, not just expression
From lodges and aircraft to trade floors and tasting rooms, our work performs in real-world environments where perception is formed and decisions are made.
Complexity made clear
Multi-property hospitality collections. Regulated industries. Member ecosystems. Heritage brands. We simplify without diluting—shaping narratives that feel effortless, elevated, and human.
Platforms that scale without losing soul
Luxury brands expand. Destinations grow. Audiences evolve. Our brand systems are designed to stretch across destinations, properties, markets, and years—while preserving what makes each brand distinctive.
Where culture, commerce, and experience intersect
Modern luxury is not excess. It is intention. We align brand strategy, creative, and execution where aspiration meets reality—and meaning drives margin.
Proven Luxury & Experience Brand Growth
The proof lives in the experience
Smith Road Collection
Built a new icon of modern luxury hospitality—transforming a beloved lodge into a curated collection of high-end destinations rooted in land, craft, and story.
Result: increased ADR, longer stays, rapid booking growth, and a scalable brand platform designed for expansion.
Silver Oak
Modernized an American luxury icon—uniting strategy, messaging, and design into a cohesive system that increased cultural relevance, strengthened consumer connection, and helped deliver the brand’s most successful Q4 on record with 5% growth.
Sun Country Airlines
Repositioned a regional airline through a human truth—work/life balance—creating a brand platform that fueled pilot recruitment, strengthened employee pride, and extended seamlessly into consumer travel marketing.
American Gem Trade Association (AGTA)
Modernized a global trade organization’s brand to unify a complex ecosystem and support growth—helping its flagship trade show outperform industry standards in attendance and exhibitor participation.
Deer Creek Lodge
Repositioned an internationally recognized but underleveraged hunting lodge into a growth-driven destination brand. Through deep audience research, brand strategy, identity, and digital evolution, we expanded awareness and laid the strategic foundation for what would become Smith Road Collection.
Muse Bespoke
Co-created and launched a bespoke luxury linen brand from the ground up—filling a void in made-to-order bed and bath for the interior design and architectural communities. Delivered consistent 12–15% annual growth and expansion into adjacent luxury categories.
Macanudo (General Cigar Company)
Built one of the category’s first true luxury lifestyle extensions—transforming an iconic premium cigar into a fully realized brand world rooted in American heritage. The platform fueled sustained sales growth, supported Club Macanudo openings in major cities, and elevated long-term enterprise value.
Reach Out
Let’s talk about what’s working and what's not—and build the bold, strategic, scroll-stopping brand that connects the way you want it to.