Two experiential travel collections—Baillie Lodges in Australia and Tierra Hotels in South America—were brought together under common ownership by KSL Capital Partners. Each had built a formidable reputation through intimate lodges rooted in extraordinary landscapes and run with a distinctly human style of hospitality.

The work centred on resolving that tension without stripping the lodges of the character that made them beloved. The master brand Beckons was positioned around the idea that meaningful travel begins with curiosity and deep engagement with place. Brand architecture kept each lodge front and centre while allowing the portfolio to build recognition as a collection. The identity and creative platform rejected the category’s predictable vista photography in favour of a more sensory, close-up language that mirrors how guests actually experience these landscapes.