Prime Hospitality Group

rebrand | brand identity — core messaging + tone & voice

The Brief:

What began as one Ruth's Chris Steak House franchise expanded into a thriving collection of service-focused hospitality concepts — and needed a brand identity to match. As JDA Worldwide's primary writer for the brand, I crafted PHG's core messaging, tone, and voice during their 2023 rebrand.

My Role:

I developed the full verbal brand guide — the strategic foundation for how Prime Hospitality Group communicates across every touchpoint. The guide was approved by the client and immediately put to work.

[Brand guide excerpts below]

Website Copy 

Following the rebrand, PHG engaged our team to build their new website. I collaborated with JDA's web team on UX development and wrote all website copy.

View the full site → primehg.com

Brand VP: Kristi Neville // Designer: Michael Saalman // Web Designer: Emily Lee