St. Regis

Butler Campaign

March 2022

In Spring 2023, St. Regis Hotels & Resorts reinvigorated their Butler Service positioning, personifying the ever-evolving lifestyle of the storied brand through the lens of its ultimate host.

The Gathery partnered with St. Regis to create a new visual language and positioning for Butler Service. A vibrant, fresh look brought modern breadth to the heritage service and signature offerings. Borrowing cues from fashion luxury houses, the visual approach respected the legacy of the role by infusing it with energy, vibrancy and a touch of whimsy.

The asset collection established the personality of St. Regis’ Butler while highlighting on-going and new services found in global destinations.

Services

Brand Strategy and Planning
Creative Direction 
Experiential Design 
Content Management and Production
Art Direction
Graphic Design