It’s a sense, a feeling—hard to define, yet at the same time perfectly clear. It can be effortless and elegant, rustic and refined, somewhere in between. When you know, you know.
And BMC Luxury Collective knows.
MARKETING & BRANDING
YOUR LUXURY BRAND
BMC Luxury Collective is a luxury marketing agency that specializes in helping brands engage with high-end consumers. We know who they are, what they want, and how to reach them. We’ll help you build emotional connections and distinct experiences that create true believers and lifelong fans.
We work for top companies in industries that attract high-net-worth audiences, such as real estate developers and agencies, equestrian businesses, wellness providers, upscale senior living communities, and many others. Our proven approach uncovers the essence of every brand—and then we refine, hone, and polish until it’s ready to shine.
Develop the Brand
Create the Strategy
Execute the Plan
We establish (or refine) your brand’s key attributes, voice, and visual identity — along with an overall narrative and specific messaging for key products, services, and audiences. This brand book will serve as the foundation of everything to come.
We learn about your intentions and your ambitions. Then, we define your objectives and devise a targeted plan to reach them and increase brand awareness—incorporating digital and social media marketing services, public relations, partnerships, programming, content marketing, and more.
We develop print and digital assets to help bring your brand to life, and leverage our expertise to maximize exposure of your brand to luxury consumer audiences. At every step, we measure the effectiveness of campaigns and initiatives to refine and refocus as needed.
BRANDING & POSITIONING
SOCIAL MEDIA MANAGEMENT
COPYWRITING & CONTENT STRATEGY
STRATEGIC MARKETING PLANING
PUBLIC & MEDIA RLEATIONS
MEDIA BUYING: DIGITAL & PRINT
Upscale senior communities across the country trust BMC Luxury Collective to create branding and marketing that sets them apart from the competition—while breaking through old stereotypes and easing the anxieties of seniors and their loved ones.
Our team’s unique blend of equine knowledge and marketing expertise presents a tremendous opportunity for the equestrian community to elevate their brands and tell stories that resonate with high-end audiences.
LUXURY REAL ESTATE
Our understanding of luxury real estate runs deep: From vacation homes and villas to homesites for custom estates, we’ve helped brokers and firms showcase—and sell—prime properties and exclusive opportunities in some of the world’s most desirable locations.
PRIVATE RESIDENCE RENTAL LISTINGS
To maximize the revenue of your short-term luxury rental, you need to find ways to stand out with the right audiences. Our team can help with marketing and branding expertise we’ve honed working for the world’s leading resort brands.
OUR LUXURY MARKETING & BRANDING WORK
Select a case study to view more information
WATERMARK RETIREMENT COMMUNITIES
The owner and operator of many of the country’s premier senior living and retirement communities, Watermark enlisted BMC Luxury Collective to support its launch of two ultra-luxury brands: the Élan Collection and the Élite Collection.
Featuring over 10 properties from coast to coast—Los Angeles to Brooklyn—Élan Collection and Élite Collection communities are nothing like the retirement homes of years past. They provide a resort-like lifestyle designed to help residents grow and thrive, with amenities such as five-star restaurants and on-site spas, award-winning educational programs, concierge service to arrange excursions and activities, and expert caregivers that provide personal attention.
We gave considerable thought to how we would engage with two distinct audiences for these communities—seniors and their adult children, who want to know their loved ones have the best care. As we worked on brand development, positioning, and collateral, we strove to create a look and feel that is elevated yet approachable.
We created launch plans and new brand books for each collection, including visual standards, positioning statements, advertising copy, and other messaging for the individual properties. Then, after managing multi-day photo and video shoots to generate visuals, we designed and produced sales kits and other internal resources, along with a wealth of consumer-facing materials such as websites, brochures, email campaigns, direct-mail postcards, newsletters, print and digital advertising (including billboards), and blog posts.
The work has resonated with audiences, and as additional properties are developed, our proven approach will continue to help Watermark efficiently and effectively connect with discerning seniors and their families.
Ohana Realty sells residences at world-class resorts and luxury residential communities in the U.S. and Mexico, including Maravilla (Los Cabos), Montage Residences Los Cabos, Montage Residences Deer Valley (Park City, Utah) and Montage Residences Healdsburg (California wine country). The company sought support from BMC Luxury Collective for email marketing, website enhancements, and brand development for new projects.
The Ohana audience is highly sophisticated and accustomed to luxury—prices for homesites and residences can exceed $20 million—so it was vital for the design, messaging, and overall approach to feel refined and stylish. However, each property needed to have unique touches and retain its own character in marketing efforts as well.
Working within the design guidelines for email marketing, BMC Luxury Collective creates campaigns around new homesites, available residences, and the benefits of ownership—such as access to exclusive clubs, amenities, and services. We also have worked on projects for Ohana Realty’s parent company, including website updates, investor reports, and more.
Additionally, BMC Luxury Collective created a brand identity and assisted with a vision book for East Cape Surf Preserve, Ohana’s new private refuge with limited homesites on a pristine beach in Los Cabos.
ROSE HILL STABLES
Rose Hill Stables is the Bay Area’s premier equestrian estate, offering indoor and outdoor arenas on its 11 acres among the rolling hills of San Francisco’s East Bay. BMC Luxury Collective was retained to develop the facility’s branding, including a logo, style guide, positioning, and website; we also managed a photoshoot to generate assets for marketing use.
In order to effectively connect with the high-profile clientele of Rose Hill Stables—and align with the classic sensibilities of the equestrian community—the branding and messaging needed to be refined and clean, projecting expertise while remaining approachable and engaging.
The brand identity is uncluttered and light, and while images of horses and riders are naturally the dominant elements on the website, BMC Luxury Collective achieved a design that pairs perfectly with the branding. Creating a sense of ease as one navigates, it calls to mind a quote from Rose Hill Stables owner (and international award-winning rider and trainer) Hilary C. Johnson: “There’s nothing like the freedom you find on a horse.”
Sierra Colina is a gated enclave of luxury homes on the east shore of South Lake Tahoe, just moments from the restaurants and nightlife of Stateline, Nevada. The BMC Luxury Collective team was brought on to provide a wide range of support, including branding, design, marketing planning and execution, website development, and more.
With prices starting around $1.5 million, Sierra Colina needed to connect with high-end home buyers while conveying a sense of energy and possibility for those who value experiences rather than material things. The target audience consists of people who want the opportunity to live life and play their way. Materials had to feel upscale yet approachable and vibrant, while detailing the benefits of this coveted location.
We created a marketing plan, website, brochures, advertising copy, blog posts, and other collateral—including content aimed at real estate professionals such as agents and brokers—to help promote the community.
MARIN COUNTRY CLUB
A private club in one of the wealthiest counties in the nation, Marin Country Club offers its members access to exceptional golf, tennis, pools, fitness, and cuisine. The club, founded more than 60 years ago, retained us to analyze the member experience and help develop strategies to increase membership.
MCC is more than a golf club—over the decades, it has evolved into an inclusive place where families enjoy social events and activities such as barbecues and cooking classes along with the traditional country-club pursuits. Materials and marketing needed to strongly convey this, rather than feeling like the stereotypical “good-old-boys’ club.”
After examining each aspect of the member experience, we helped MCC develop plans for capital improvements and new programming. We also crafted an outbound marketing plan aimed at attracting new members.
TENLEY LAWTON, MD
Newport Beach, California, plastic surgeon Dr. Tenley Lawton is renowned in the industry—a frequent speaker at local and national events, she is a true advocate for her patients and stays on the cutting edge of cosmetic and reconstructive surgery. Dr. Lawton asked us to refine her branding and develop a variety of messaging to support her practice.
As a female plastic surgeon, Dr. Lawton has a clear differentiator—most of the practitioners in this field are men. We wanted to ensure her branding and messaging reflected the fact that she has a deep and unique understanding of her patients, the vast majority of whom are women. We also needed to make it feel approachable and friendly, while reinforcing Dr. Lawton’s status as an expert.
We created new branding and positioning for Dr. Lawton and her practice, including website content, email and text marketing, social media, and digital advertising. Frequent blog posts promoted services and procedures, while also providing education and guidance to current and prospective patients.
PASADENA CONVENTION CENTER & VISITORS BUREAU
This city of about 150,000 in California is known for its annual Tournament of Roses New Year’s Day parade—and its proximity to Los Angeles provides tourists and convention attendees with access to attractions such as Disneyland, along with nearby hiking trails and outdoor pursuits. We were tasked with refining the tourism organization’s branding and messaging.
Pasadena is a beautiful area, one with historic charm, plentiful outdoor spaces, museums and galleries, and other cultural activities. We needed to ensure these attributes were highlighted for meeting and convention planners, along with families and individuals, in order to appeal to a broad range of audiences.
After creating overall brand and positioning materials, we managed changes to the website and conducted a photoshoot to generate fresh material for use in a variety of marketing vehicles.
THE BAY CLUBS
A collection of private luxury athletic clubs and sports resorts in California, The Bay Club Company enlisted us to support the transition of three all-inclusive clubs (formerly known as Western Athletic Clubs) into the company’s brand.
As with any project that involves a transition from an existing brand to another, a large part of the mission was ensuring that consumers and media understood that the brand shift did not mean the experience was changing. We also wanted to highlight the benefits of The Bay Clubs and help create a stronger, more unified brand.
We managed public and media relations around the transition, including story development, press releases, and other messaging.
The oldest continuously operated family-owned winery in the country, the Wente Vineyards business extends well beyond wine—in addition to its wines, tasting room, and club, the company includes a restaurant and golf course, and also hosts weddings and events. Wente engaged us to refine and develop branding for the parent company and sub-brands.
When a parent brand has multiple sub-brands, a delicate touch is necessary: Each sub-brand needs to feel distinct, while clearly remaining part of something larger. Additionally, as a premium winery at its core, Wente’s branding had to be refined and upscale, yet approachable for broad audiences.
We started with a brand book, visual guidelines, and graphic standards for the Wente parent brand, conducting a branding meeting with key players and developing positioning and narratives that incorporated programming, amenities, and services as well. The book also included templates for brochures, the website, and PowerPoint presentations, along with advertising creative. Then, we created the sub-brands, with marketing copy, logos, and other materials.
BMC LUXURY COLLECTIVE
Elevating luxury brands has long been a passion for Heather, the founder of Brown Marketing & Communications and the BMC Luxury Collective. She is a CMO-level leader who spent a decade as Director of Brand Marketing at Montage Hotels & Resorts before launching her own firms, which have led branding, marketing, and creative efforts for a host of luxury clients: premier hotels and resorts, high-end residential projects, upscale senior communities, and some of the most exclusive real estate developments in enclaves across the U.S. and abroad.
Based in Miami, Bianca leads our East Coast team. With over 10 years of marketing experience, she has worked with brands such as W Hotels, Yardbirds, and F45 Fitness. She leads Brown Marketing and BMC Luxury Collective account teams overseeing creative, strategy, and execution for Watermark Retirement Communities, including The Élite Collection and The Élan Collection; she also is part of the team supporting Southall Farm & Inn and Carmel Valley Ranch.
Nicole has a proven track record of success in senior living, leading sales efforts for both existing communities and new developments. She’s an action-oriented professional with over a decade of industry experience—renowned for her ability to build dynamic teams, create a high-performing sales culture, and optimize processes to maximize results. Nicole, who served in a variety of roles at Watermark Retirement Communities, was a two-time National Sales Director of the Year at the company, where her teams also earned national honors.
A specialist in media planning and buying for luxury brands, Nancy has spent over three decades in advertising and marketing with companies such as The Ritz-Carlton, Hard Rock Hotels & Resorts, Coors, Destination Hotels & Resorts, and Barceló Hotels & Resorts. Highly skilled at securing ad space and programs that amplify a brand’s message, she creates opportunities that maximize exposure across platforms and add value with sponsorships, on-site promotions, cross placements, and more.
An award-winning graphic and web designer with nearly two decades of experience, Max brings a fresh perspective to luxury clients such as Alila Napa Valley, Bernardus Lodge & Spa, Carmel Valley Ranch, Nizuc Resort & Spa, Waldorf Astoria, Half Moon Bay Golf Links, Wente Vineyards, and others. He’s a highly skilled visual communicator who oversees web design, logo development, print and digital advertising, branding, collateral, and in-house design for BMC Luxury Collective clients.
Melineh’s unwavering eye for detail translates into innovative, engaging designs with compelling visual elements that deliver true impact. A creative thinker who specializes in working with luxury clientele such as Southall, Hotel del Coronado, and Indian Springs Calistoga, she has expertise in conceptualization, advertising, logo designs, print and digital collateral, web design, and more. Melineh honed her skills with roles at esteemed Las Vegas agency SK+G Advertising and at Montage Laguna Beach.
A writer and editor with more than 25 years of experience in a variety of industries, Mike is able to find the unique voice of each client and weave it into the luxury experience—while ensuring consistency and clarity of purpose. Part of Heather Brown’s team since 2015, he has provided copywriting and content strategy for renowned brands such as Waldorf Astoria, Miraval, Andaz, Alila Ventana Big Sur, Meritage Napa Valley, and many others.
Heather Mikesell is co-founder of Well Defined, a trusted source for all things related to wellness. An expert on spa and wellness trends, she is frequently quoted in outlets such as The New York Times, Well + Good, and Crain’s. Heather is an award-winning journalist, content strategist, and freelance writer who is skilled in writing, copyediting, and media relations; she previously served as editor-in-chief of American Spa. Her work has appeared in Elite Traveler, Islands, Kiwi, Luxury Travel Advisor, Organic Spa, Porthole Cruise, Spa, Travel Agent, abcnews.com, jetsetter.com, outside.com, wellandgood.com, and other publications.