Launching a $1.5 Billion Destination Before It Existed

Role: Chief Creative Officer, GlueIQ
Scope: Brand strategy, campaign, design system, AI visual framework

The challenge: create a complete launch campaign and visual design system for a $1.5 billion purpose-built resort destination adjacent to Walt Disney World — before a single building was finished. With no finished product to photograph and a brand that needed to compete with some of the world's most recognized hospitality brands from day one, we had to make people feel a place that didn't yet exist.

By developing an AI-driven visual storytelling framework, we built a content and campaign system that could scale rapidly, remain visually consistent, and generate genuine emotional desire. The approach worked.

Results from social media push:

• 4m accounts reached in 90 days

• +1058.6% accounts engaged in 90 days

• 5x bookings WoW in 90 days