Minty Ink Copy Agency

Minty Ink — Global luxury across continents

The Brief
Minty Ink, a specialist copy agency, needed diverse luxury hospitality copy and content for prestigious clients including Four Seasons, Anantara, and HOOKE London. The challenge was working to very tight timings to create consistent brand quality while capturing the distinctive essence of properties spanning from Bali to Kuwait, Seoul to the Maldives.

The Strategy (Spine)
Working with Minty, I helped to developed luxury hospitality content that balanced global brand standards with authentic local character. Each property required its own strategic lens - from the contemporary urban sophistication of Four Seasons Seoul to the Mediterranean charm of Thanos Hotels' Cypriot and Greek properties.

The Voice (Soul)
For each unique property, I crafted language that honoured the parent brand's tone while capturing the location's distinct personality. This meant writing everything from web copy to brochures, press releases to menus, and adapting my writing style to suit the sleek minimalism of HOOKE London or the exotic allure of Anantara's Asian resorts.

The Brand Connection (Heart)
Beyond describing luxurious amenities, I created content that forged emotional connections between each property and its ideal guests. Whether highlighting Four Seasons Palau Explorer's extraordinary marine adventures or the timeless elegance of Thanos' Amyth of Mykonos Super Paradise, each piece invited readers to imagine themselves immersed in these exceptional experiences.

The Impact
My work has helped to enable Minty Ink to consistently deliver high-quality content for their luxury portfolio, helping prestigious clients maintain distinctive voices within their global brand architectures.

My Role: Writing web copy, brochures, press releases, menus, activity descriptions, spa treatments, and property positioning across multiple luxury hospitality brands spanning three continents.

In Action: Click the images below for more.