A BRAND IS A UNIVERSE
Nov 5, 2025
Author
CROWN
CROWN
“Every universe has its own codes”
Every universe has its own codes: textures, rituals, and signals that hold it together.
When 1 Hotels opened in Seattle, our work was to translate their universe of quiet luxury into a social presence that felt lived-in, cinematic, and resonant with the Pacific Northwest.
Quiet luxury is a difficult code to translate. It isn’t loud or declarative. It’s found in textures, in how light falls across linen, in the silence between gestures. Our challenge was to let those signals breathe on a platform that rewards speed, volume, and immediacy.
One simple truth guided our mission: Instagram favors what feels real, unpolished, intimate, and lived-in.
We treated the brand as a universe: its own gravity, its own rituals, its own language. Every image, every caption, every vignette had to feel as if it belonged to that world thoroughly lived-in, cinematic, and elemental.
The result was not just content for content's sake, but resonance. Audiences responded in kind, and the Seattle property, along with it's restaurant La Loba, became the fastest-growing 1 Hotels account in both engagement and followers.
More importantly, it felt as though the brand was at home right from the start. Read more at our 1 Hotels case study.
“The brand was at home right from the start.”
La Loba, the restaurant concept we launched in parallel, carried similar codes forward. Through a carefully orchestrated influencer campaign, curated social storytelling, and the dedication of a remarkable service team, La Loba found a thriving community before it even opened. More on La Loba Seattle here.
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