Introducing an emerging downtown hotel to a community of savvy travelers.

Launching a new brand on social media can feel daunting. To generate buzz before officially opening their doors, Hotel Downstreet called on Off Hours. With a character-rich visual identity and a freshly procured Instagram handle, the boutique site aimed to become a Massachusetts mainstay through modern conveniences and proximity to unmatched culture. We collaborated with Hotel Downstreet to establish a sound strategy that positioned them as the ideal cross-section of art, exploration, and hospitality. We honed in on their essence through branded story templates, reels, and highlights—and teased adventure with custom itineraries, travel tips, and under-the-radar experiences.