Cartier:
A decade-plus partnership translating luxury into digital ecosystems

Our relationship with Cartier is one of the longest-running agency partnerships in the luxury digital space. As an extension of their internal teams across digital communications, media, events, PR, and CRM, we’ve helped translate Cartier’s brand world into content and experiences designed for modern consumption without ever compromising the Maison’s codes.

That work has ranged from early-format social innovation developed alongside Meta’s Creative Shop to full-scale content production engines, virtual shopping experiences, and immersive digital activations like the 360° tour of the Fifth Avenue Mansion reopening. Every execution connects online storytelling to real-world retail intent.

From platform-first creative to omni-channel asset expansion, we’ve built the infrastructure that keeps one of the world’s most iconic luxury houses culturally relevant and commercially sharp in digital.

The Seagate Delray:
Transforming a coastal institution into a modern luxury destination

The Seagate is a Delray Beach landmark with deep community roots and a newly elevated brand identity. Following Turnberry’s $53M renovation, The Seagate partnered with The Charles Group to claim their place at the top of South Florida luxury hospitality. We delivered the full digital build: website design and development, a platform-native social program, and a paid media strategy launched from the ground up.

Creative direction moved away from posed resort photography toward content that captures belonging. Beach club scenes, quiet spa rituals, coastal light, intimate framing. South Florida has no shortage of luxury hotels. It has a shortage of places that feel like somewhere.

Each channel was given a distinct role. A data-driven paid media strategy across Google and Meta, including building Meta’s conversion pixel from scratch, scaled The Seagate into a high-performing omnichannel program, driving significant revenue growth while improving cost efficiency across every metric.

Organic Social

Paid Media

St. Regis Residences Nashville:
Distilling heritage into a future-facing brand system

The St. Regis name carries decades of luxury hospitality equity. Our mandate was to refine and elevate the brand identity Turnberry’s new development of The St. Regis Residences in Nashville, aligning that legacy of timeless luxury with a modern, market-relevant visual and verbal presence built to resonate with today’s most discerning residential buyers.

The Charles Group’s remit includes: tagline development, visual identity design, brand guidelines, content production, art and design direction, and a go-to-market strategy with the supporting toolkit and roadmap to execute across digital marketing channels.

From strategic positioning to creative execution, this work demonstrates how we distill heritage into bold, contemporary brand systems with commercial teeth.

Cincoro:
Evolving an unknown tequila into an industry icon

Cincoro entered a saturated tequila market with A-List founders and a clear vision: build a brand where the spirit’s excellence outshines even its celebrity pedigree. We mapped the cultural and competitive landscape, identified the white space, and developed a brand platform anchored in authenticity and intimate connection.

The creative strategy, “Life Better Lived: Sip, Savor, Share,” was rooted in a post-pandemic insight about how meaningful drinking occasions had evolved into cherished moments shared among close circles. We built an “Of the Earth” brand world that stripped away excess to reveal Cincoro’s essence, then translated it across website, email, organic and paid social, and influencer activations, each platform carefully calibrated to maintain premium positioning while driving engagement and conversion.

From research and insights through art direction, content production, and full digital strategy, we took Cincoro from famous founders to famous brand.

Turnberry:
Defining the master brand and driving real estate performance

Turnberry has shaped world-class destinations across hospitality, residential, and retail for over 50 years, but their digital presence didn’t match the caliber of their portfolio. We came on as agency of record to change that: building their digital presence from the ground up, developing a cohesive brand narrative, and creating the strategic and creative infrastructure to support long-term growth across the corporate brand and individual developments including One Park Tower and Solé Mia.

For One Park Tower specifically, we executed a data-driven creative process combined with fluid omni-channel media across paid social, search, display, and publisher partners. The “It’s So Real It’s Surreal” campaign transformed a construction milestone into a viral moment by inverting the Fake Out of Home (FOOH) trend, producing real large-format installations that appeared too extraordinary to be real.

Robust strategy, elevated content, and proactive community management turned Turnberry’s digital presence from dormant to growing, and turned One Park Tower into a performance engine.

Let’s build something worth remembering.

If you’re looking for an agency partner that understands the nuance, pace, and precision luxury demands, we’d welcome the conversation.

Aaron Edwards, CEO | [email protected]

John Dunleavy, Global Managing Director | [email protected]