Edgewood Tahoe

As part of The Abbi Agency's creative team, I contributed to the complete digital transformation of Edgewood Tahoe Resort, a luxury lakefront property on America's largest alpine lake. The resort had undergone a $100 million transformation from golf resort to all-inclusive luxury lodge, but struggled to gain traction in the competitive boutique hotel market against established brands like Hyatt and Ritz-Carlton.

Despite its stunning location and luxury amenities, Edgewood Tahoe remained a "best-kept secret" with low awareness and booking rates. The property needed a distinctive brand voice and digital presence that would differentiate it in the crowded luxury hospitality market and attract international visitors.

Working as part of Abbi Agency's integrated creative team, I contributed to developing the comprehensive branding strategy centered around "Laidback. Lakefront. Luxury." This wasn't just a marketing slogan—it became the property's cultural foundation, influencing everything from employee-guest interactions to digital experiences.

As web designer on the project, I collaborated with the creative team to:

- Visual Identity Development: Contributed to translating the "Laidback. Lakefront. Luxury" concept into digital design language - Website Design: Worked on user interface elements that showcased the resort's intimate, elegant, lakefront offerings - Content Strategy: Helped create visual storytelling that emphasized the property's unique character and natural setting - Digital Asset Creation: Developed design elements for various digital touchpoints and marketing materials

Working on a luxury hospitality project taught me how design can transform not just visual identity, but an entire brand's market position and cultural identity.

The project required seamless integration across multiple disciplines—from influencer campaigns and social media content to web development and high-impact print materials. My web design work needed to support the broader narrative of creating an "international must-visit" destination while maintaining the authentic, human connection to nature that set Edgewood apart.

The collaborative effort paid off significantly:

🏆 Travel + Leisure – World’s Best Award 2018* 🏆 Preferred Hotels & Resorts – Hotel of the Year 2019 (US & Canada)*

This project reinforced the importance of collaborative design thinking in luxury branding. Working within an agency environment taught me how web design must serve broader strategic objectives while maintaining the authentic brand voice that resonates with high-end consumers.

The success of Edgewood Tahoe demonstrated how thoughtful digital design, when integrated with comprehensive branding strategy, can elevate a property from "best-kept secret" to internationally recognized destination.

View the complete case study at [The Abbi Agency](https://theabbiagency.com/work/edgewood-tahoe-resort/)