VILLA LA MADONNA
Villa La Madonna is a family-owned boutique hotel in the hills of Piedmont, Italy, and a part of Small Luxury Hotels. Since its opening in 2016, I’ve been involved both creatively and strategically, supporting its growth through a range of roles.
• Brand & Content
• Illustration & Branding
• Guest Experience & Strategy
SCOPE OF WORK
SERVICES
• Experience & Service Design
• Creative Direction
• Brand & Concept Development
• Illustration
• Print Design
• Social Media Strategy & Management
• Hospitality Management
WORK
BRAND & CONTENT
INTRODUCTION
Since 2016, I’ve supported Villa La Madonna’s online presence, contributing to the development of its Instagram page and digital brand expression by creating engaging and creative content aligned with the hotel’s brand identity.
MY CONTRIBUTIONS INCLUDE
• Providing creative direction across VLM’s digital channels
• Producing creative content that blends playfulness with the hotel’s refined aesthetic
• Maintaining a cohesive and recognizable brand identity online
IMPACT
The Instagram has grown to over 50k followers, and has become the hotel’s strongest channel for guest engagement. Guests frequently mention that they booked after seeing the imagery online, and that the atmosphere in person is even more beautiful than the photos.
Go to Instagram
ILLUSTRATION & BRANDING
INTRODUCTION
Alongside my digital work for Villa La Madonna, I’ve played a key role in shaping the illustrated and physical brand elements woven throughout the guest experience. I believe these small details are what set the hotel apart, with each moment carefully designed to create a more thoughtful, cohesive journey.
MY CONTRIBUTIONS INCLUDE
• Designing a range of merchandise items and illustrations for the hotel, including branded goods and take-home pieces
• Researched signature details of the hotel for inspiration and used them strategically to shape the illustration system, for example turning their classic poolside drink, the Cucumber Splash, into a print
• Establishing the base of VLM’s illustrated system which allows the gift shop and future products to expand in a cohesive, recognizable way
IMPACT
Not only do the guests get to experience the hotel in real life, but the gift shop aslo makes it possible for the visitors to bring a piece home with them. With this, they can be reminded of the memories created and look back at their stay, inspiring them to book another visit in the future. These illustrated pieces add character to the brand and can continue to be developed into a broader visual universe over time.
GUEST EXPERIENCE & STRATEGY
A Holistic Audit of
VILLA LA MADONNA’S GUEST JOURNEY
In 2024, my partner and I conducted a full guest-experience review of Villa La Madonna to identify opportunities to elevate the hotel’s service, offerings, and brand consistency. Approaching the stay purely as guests, we observed the property from a fly-on-the-wall perspective as external hotel consultants.
THE CHALLENGE
We identified three core challenges:
1. Inconsistency Across Touchpoints
Certain areas felt polished and luxurious, while others appeared worn or under-designed.
2. Strengthen the Luxury Brand and Experience
Both visually and experientially, across outdoor areas, rooms, and dining.
3. Gaps in Guest Flow and Comfort
Small but impactful details affected how guests moved through and perceived the space..
THE SOLUTION
We conducted a structured, on-site evaluation of the full guest journey, including arrival, rooms, public spaces, poolside, dining, and guest services. Our focus was on identifying improvements that were practical to implement, aligned with VLM’s visual identity, and capable of enhancing overall comfort and ambiance.
As part of our review, we also incorporated inspiration from leading hotels worldwide. Through our own travels and extensive research within the luxury hospitality sector, we have gathered insights from exceptional properties across the globe. These references allowed us to benchmark VLM against high-performing hospitality experiences.
Furthermore, we also considered the hotel’s specific location and cultural context, which played a significant role in shaping our recommendations.
THE GOAL
The goal was to pinpoint improvements that does not require significant financial investment, while still creating meaningful impact on the guest experience. Many of these changes are meant to be achieved through simple adjustments, stronger fundamentals, more intentional staff training, and small shifts in daily routines.
INSIGHTS AND FINDINGS
EXCERPT FROM OUR PRESENTATION
It is crucial that the fundamental system is strong so that energy can be focused elsewhere, yet care must still be given to even the most basic but well-used areas.
Examples we proposed include:
• Check functionality in all rooms, such as fixing shower leaks, ensure bathroom doors close properly.
• Replace worn outdoor furniture and sunbeds, to make sure that all visible areas feel equally maintained.
• Maintain the tidiness of the property, including outdoor areas like the rose garden, by removing visible piles of dirt or unfinished landscaping.
Inconsistency Across Touchpoints
CHALLENGE
We believe that luxury lies in the smallest details. There is a lot you can do to strengthen a luxury brand.
Examples we proposed include:
• Introducing a signature scent in the reception area. Through research, we specifically proposed a vanilla scent due to its calming properties and its ability to create a welcoming first impression that can be uniquely associated with VLM.
• Creating a branded morning paper with daily information such as weather, pool temperature, events, and small curated details.
• Expanding branded items such as striped towels, robes, glassware, and coasters for instant brand recognition.
• Updating menus and signage to create a unified visual language across dining, poolside, and guest services. We found that adding illustrations to menus increases visual interest and can boost sales.
• Refreshing staff uniforms, such as replacing bow ties with classic ties, for high-class and to align with a classic Italian expression.
• Improving glassware and drink presentation to elevate the visual and sensory luxury experience.
Strengthen Luxury Brand & Experience
CHALLENGE
Our review includes practical solutions for each area of the hotel, such as rooms, wellness, poolside, dining, and public spaces.
Examples we proposed include:
• Adding a fridge with cold water and fresh towels in the gym/yoga area to improve comfort and make the space more functional for guests using it.
• Introducing branded sunscreen pumps by the pool.
• Offering a complimentary afternoon refreshment by the pool each day to elevate the sense of care and hospitality.
• Improving clarity in service touchpoints, such as clearer signage for wellness treatments or guidance at the start of a massage.
• Remove full names from lists, in order to preserve guest integrity and professionalism.
• Ensuring essentials are always stocked and service is exceptional, supporting a seamless flow through frequently used areas.
Gaps in Guest Flow and Comfort
CHALLENGE
Since sharing our presentation, many of our recommendations have been implemented, resulting in noticeable improvements across both comfort and brand expression.
For example, the hotel has introduced striped glassware and striped towels by the pool, and the sun chairs have been upgraded with mattresses to improve comfort. Guests are now offered a complimentary daily refreshment at the pool.
In response to our feedback on breakfast flow, the hotel transitioned from a buffet-style setup to an à la carte format, improving both efficiency and guest satisfaction. Additionally, staff training has been further trained to support these updates and to make sure that the new routines, touchpoints, and service standards are carried out consistently.
As a result of our work, these implementations illustrate that, both the small and more extensive refinements, can significantly strengthen the overall guest experience and support the hotel’s continued growth.
