Recess
RoleCopywriting
ScopeWebsite
I was tapped by the hospitality team behind Recess, a new luxury hotel and members club in Savannah, GA, to write their new website ahead of launch.
The objective: words worth checking in for.
P.S. Why Recess?
The best part of the day deserved more square footage.
No vacancy for boring copy.
This is luxury, a little loosened up.
The property itself is nostalgic and retro, but also progressive, forward-thinking, and modern. That same tension carries through the personality, which was already locked in when I joined the project. Relaxed and approachable, like your wittiest friend on their best day. Never trying too hard, but carrying an unmistakable energy that makes you want to lean in and see what happens next.
My core focus was to bring that personality to life by not only articulating it across the site, but making sure it evolved naturally throughout the different experience-driven pages. It needed to shift tonally from a property restaurant to the members-only club, while still feeling unmistakably Recess.
The property itself made that easy. Every decision reinforced the brand—from social spaces called Rumpus Rooms to a rooftop pool and bar named Kilter to wellness that felt more like a social ritual than a spa brochure. It’s not a hotel borrowing a personality for marketing. It is a place intentionally designed to attract creative, culturally engaged people who'd rather discover a place than be sold one.
My guiding principle for the writing was to create curiosity. A balance of clarity and mystique. Rather than simply describing the hotel, I created the same sense of intrigue the property carries in person. My challenge was setting the scene to make sure people understood what they were booking into, while still leaving enough unsaid that they felt they had to come experience the rest for themselves. Because it could've easily become a hotel that people were content to experience digitally instead of seeing in person.
That meant writing beyond the amenities. Every page was an opportunity to make people picture themselves there. Instead of just stating there was a rooftop pool, I invited them into the rhythm of a day that slowly gives way to cocktails at sunset. Instead of listing the lobby bar's offerings, I hinted at the kinds of conversations, chance encounters, and off-the-itinerary memories they might stumble into. As we all know, there’s a specific type of magic in a great hotel and that’s exactly the vibe I wanted this brand to live in.
OK that's enough spoilers for now. Go see it for yourself!
