COASTAL HOTELS
Executive Summary
Led the development and long-term stewardship of the Coastal Hotels brand across its full portfolio of properties, establishing a unified brand platform spanning destination marketing, in-property experience, and customer-facing systems.
This work encompassed complete brand authorship across multiple hotel and resort properties, including Semiahmoo Resort, Cedarbrook Lodge, and Lodge on the Desert, defining identity systems, campaign platforms, and guest experience touchpoints across all channels.
Operating as the central brand authority, this leadership unified diverse properties under a cohesive portfolio identity while maintaining distinct positioning for each destination. The result was a consistent, elevated brand experience across marketing, operations, and guest engagement.
Scope of Leadership
- Directed full-spectrum brand leadership across the Coastal Hotels portfolio, establishing and governing identity systems, campaign frameworks, and experiential brand expression across all properties and touchpoints.
- Led creative direction across destination campaigns, print advertising, on-property collateral, guest experience systems, and branded materials spanning hospitality, marketing, and transactional environments, including credit cards and customer-facing financial touchpoints.
- Ensured consistency and quality across all brand expressions while supporting the unique positioning of each property, aligning marketing, operations, and guest experience under a unified brand standard.
- Operated as a long-term executive partner to senior leadership, providing continuity, strategic direction, and ongoing stewardship of the brand across evolving business needs and leadership cycles.
STRATEGIC CHALLENGE
Coastal Hotels operated a diverse portfolio of properties, each with distinct locations, audiences, and market positioning, yet required a cohesive brand presence capable of unifying the portfolio without diminishing individual property identity.
The organization needed a scalable brand system that could operate across multiple properties, campaigns, and guest touchpoints — from high-level destination marketing to in-property experience and transactional interactions — while maintaining clarity, consistency, and brand integrity.
The challenge was to establish a unified brand framework that could support this breadth of application, align internal teams and external communications, and sustain consistency over time across changing campaigns, properties, and business priorities.
STRATEGIC IMPACT
Established foundational brand framework guiding Alaska Airlines’ evolution from a regional carrier to a differentiated, experience-driven airline brand.
Enabled leadership alignment around a cohesive brand vision supporting long-term growth, employee engagement, and customer loyalty.
Provided strategic clarity that informed subsequent brand communications, customer experience initiatives, and organizational positioning.
EXECUTIVE BRAND LEADERSHIP — COASTAL HOTELS PORTFOLIO
Bradley Walker | Senior Vice President | Marketing | Coastal Hotels
"I’ve had the privilege of working with Natalie for more than three decades, beginning during my time at Alaska Airlines and continuing across multiple leadership roles throughout my career. When she founded idesign in 1999, she quickly became my firm of choice for brand and creative leadership.
Natalie operates as a true strategic partner. She brings both creative excellence and executive perspective, and I have consistently trusted her to help guide and steward brand initiatives with insight, professionalism, and precision. I continue to work with Natalie today across my own ventures, and she remains someone I rely on to represent my brand with integrity and strong creative leadership."
