Cabot
Brand Design & Strategy
Art Direction Digital
UX
To scale the brand effectively, I developed a strategic design system that worked across both on- and off-property experiences. This included streamlining 28+ logos and 54 brand colours into a cohesive framework, that I applied across 120+ assets spanning web, signage, email, print, merchandise, and social. The system supported a full rebrand of the master brand—from The Cabot Collection to simply Cabot—and I developed the company’s full global brand guidelines to align all flagship properties and verticals, including golf, real estate, and hospitality.
A major project I directed was the full website redesign in collaboration with agency partner Channel13, merging seven standalone property sites into one cohesive digital platform. I worked across all seven sites to ensure the experience aligned with the new brand system—prioritizing usability, reinforcing the brand hierarchy I was building in parallel, and supporting conversion goals. One of the sites, CabotCapeBreton.com, was nominated for a 2025 Webby Award for Best Visual Design – Functionality, recognizing the collaborative work with Channel13.
In addition to visual identity, I led art direction and campaign creative across paid and organic channels, produced executive-level performance reports, and worked cross-functionally to ensure brand consistency at every touchpoint—from on-property experiences to digital brand moments.
Cabot is a global leader in developing and operating world-class golf destinations. Its portfolio features six premier properties across North America, the Caribbean and Europe, each offering a distinct blend of championship golf, luxury real estate, and boutique resort experiences. Every destination is thoughtfully designed to be both unique and of the place—reflecting the natural beauty, culture, and character of its surroundings.
Create magical places.
Brand Guidelines - sample pages
Brand Logo Design System:
cabotcapebreton.com - (Nominated for Webby’s 2025 Best Visual Design - Functionality):
Branding & Partnerships:
Cabot | Audubon International
Cabot became the first multi-property brand to enroll every golf course and surrounding built environment into Audubon International’s comprehensive, all-inclusive Platinum Signature Sanctuary certification program, which was introduced in 2023.
Cabot partnered with TrackMan to bring Cabot Cliffs and Cabot Links to their Virtual Golf 3 platform. TrackMan sees millions of rounds played annually, and in February 2025, Cabot Cliffs became the most played courses—surpassing global staples like St Andrews and Valderrama. The launch was supported by The Cabot Challenge, a global virtual tournament that drove strong engagement and awareness.
Cabot Highlands | Tomatin Distillery
A limited-edition brand collaboration to mark the 15th anniversary of Castle Stuart Golf Links. Partnered with Tomatin to bottle an exclusive run of rare Single Malt Scotch Whisky for Cabot Highlands.