VillaPortoRapallo.Com
A fully authored digital identity for a landmark luxury residence.
Role: Creative Director & Digital Platform Lead
The Brief & Approach
My work for Villa Porto Rapallo went far beyond the design and development of a website. I was responsible for the creative and artistic direction of the villa’s entire digital presence — shaping how the property is experienced online across platform, content, and storytelling. From the outset, the objective was to create a cohesive digital identity that reflected both the villa’s heritage and its contemporary positioning: restrained, atmospheric, and experience-led rather than promotional.
Creative Direction & Content Creation
Working on site, I planned and directed bespoke photo and video productions created specifically for the brand. This included shaping shot lists, guiding narrative tone, and overseeing post-production to ensure every visual asset aligned with the villa’s pace, mood, and sense of place. Content was developed not as standalone assets, but as part of a wider system — designed to live fluidly across the website, social channels, campaigns, and service storytelling.
Website Design & Development
In parallel, I designed and built the website using advanced Squarespace customisation, creating a refined platform architecture that prioritises clarity, flow, and experience. The site was conceived as more than a beautiful brochure; it acts as a digital host. Alongside editorial storytelling and immersive visuals, I developed a custom e-commerce system, allowing guests to explore, request and pay online for activities, services and experiences directly through the platform. The result is a website that functions as both brand anchor and operational tool.
Key Contributions
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I led the creative vision for the villa’s digital presence, working on site to plan shoots, coordinate contributors, and manage production timelines. This ensured every element — from content capture to platform delivery — remained aligned with the
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All photography and video assets were shaped through a clear editorial lens. I oversaw post-production editing to ensure consistency in tone, pacing, and atmosphere, maintaining a restrained, experience-led aesthetic across every output.
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The website was designed and built using advanced Squarespace customisation, with a structure that prioritises flow, clarity, and storytelling. Platform architecture was developed to support both editorial content and functional guest pathways without compromising visual integrity.
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A bespoke services e-commerce system was developed to allow guests to explore and request curated experiences directly through the site. The journey was carefully designed to feel intuitive and considered, integrating seamlessly with the villa’s concierge-led service model.
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I established a cohesive visual language encompassing typography, layout, imagery, and tone. This system ensures consistency across the website, social channels, campaigns, and future content, allowing the brand to evolve without losing clarity or identity.
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Beyond launch, I continue to steward the platform and content ecosystem, refining structure, visuals, and messaging over time. This ongoing optimisation ensures the digital presence remains aligned with the villa’s positioning, seasonal activity, and long-term brand vision.
Social Media & Digital Storytelling
I manage Villa Porto Rapallo’s social presence as an editorial extension of the website — shaping a cohesive digital narrative across social, email, and blog. Content is planned and released strategically, informed by performance data, guest behaviour, and seasonal demand, ensuring creativity is always aligned with commercial outcomes.
Social Media Scope
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I create and manage the villa’s editorial calendar, defining content themes, pacing, and narrative direction across the year. This ensures all output supports seasonal priorities, retreats, events, and long-term brand storytelling.
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I supervise all photography and videography for social channels, directing shoots on location and creating content myself when on site. Every asset is curated and edited to align with the villa’s established visual language.
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I design and execute social campaigns to support seasonal offerings, retreats, events, and new services — often shaping the concepts themselves before translating them into cohesive social narratives.
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I unify social media with the website, email marketing, and blog content, ensuring consistent tone, messaging, and visual identity across all guest-facing digital touchpoints.
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I continuously review and refine the villa’s content library, editing and sequencing assets in preparation for strategic release. This allows the digital presence to evolve with clarity and intent, rather than reacting in real time.
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I track and analyse performance across social, website, and campaigns to understand what drives engagement, enquiries, and bookings. Insights are translated into clear stakeholder reporting and used to refine content, optimise guest journeys, and support paid campaigns designed to convert without compromising brand positioning.