Meet in the middleSheraton Athlone Hotel Summer Campaign
Meet in the Middle was developed as the 2025 Summer Campaign for Sheraton Athlone Hotel. The concept was rooted in Athlone’s central location in Ireland, positioning the hotel as the ideal meeting point for friends, families, couples, and colleagues reconnecting for a summer escape.
Following internal strategy development, I was involved in shaping the visual identity and creative direction of the campaign, ensuring it translated cohesively across digital and brand touchpoints.
Context
The core challenge was to elevate a location-based message into something emotionally compelling.
Rather than simply stating that Athlone is central, we needed to communicate:
The emotional value of reconnecting
The ease of meeting halfway
The balance between luxury and relaxed summer fun
A visual identity that felt premium yet nostalgic
The campaign also needed to align with Marriott brand standards while still feeling distinctive and ownable.
Challenge
The creative direction was built around the idea of symmetry and centre framing, visually reinforcing the concept of “meeting in the middle.”
1. Visual Composition
Strong symmetry and centred framing reflected connection, balance, and ease of access. Scenes were carefully staged, whether inside the hotel, along the Shannon River, or in transit, to feel structured yet natural.
2. Colour & Atmosphere
A bold yet harmonious summer palette was developed to evoke a vintage, cinematic aesthetic. The tone balanced nostalgia with contemporary luxury, creating a warm and sophisticated seasonal feel.
Process
3. Typography System
A refined serif (Mangro) was selected for headlines to bring elegance and art-deco-inspired charm, while Poppins balanced the system with modern clarity.
The contrast between the two typefaces mirrored the campaign’s duality: nostalgia and modern convenience.
4. Brand Alignment
All photography and layout decisions followed Marriott brand standards while still allowing the campaign to feel curated and distinctive within the competitive hospitality landscape.
