THE ART OF LEISURE
THE ART OF LEISURE
Digital brand experience
Brand narrative
Strategic storytelling
Brand systems
Hospitality & leisure
project snapshot
Client: Largo (Roompot / Landal)
Shaping a premium lifestyle brand from vision to experience
Challenge: Translate the abstract concept of ‘leisure’ into a tangible, ownable brand narrative.
Strategic approach: Editorial storytelling anchored in emotion, rhythm and place.
Outcome: A recognisable brand story that sells the reason to go, not the destination
My role: Brand strategy & positioning · Brand narrative · Campaign concept · Digital & print communication
THE CHALLENGE
In a culture obsessed with speed, Largo stood for the opposite: effortless slowness.
The task wasn’t to sell destinations, but to reach a discerning audience that avoids traditional luxury advertising.
THE IDEA
Instead of promoting villas or views, the campaign explored why we travel at all. We initiated a branded content collaboration with NRC* built around a single thought:
The Art of Leisure
The Art of Leisure reframed leisure not as escape, but as a conscious way of living.
It became the brand’s guiding principle, shaping tone, storytelling, visual language and digital content across touchpoints.
*NRC is the leading Dutch national newspaper, known for in-depth journalism and a highly discerning readership.
strategic insight
Strong brands don’t shout. They resonate, and repetition builds recognition.
“WE DIDN’t Sell destinations. we sold the reason to go.”
the brand system
The brand system translated The Art of Leisure into a coherent framework, balancing emotion and restraint.
It combined:
A calm, editorial tone of voice
A warm, understated colour palette
Photography focused on atmosphere over spectacle
A modular structure that could flex across content, campaigns and digital platforms
This ensured consistency without repetition, and recognition without noise.
THE execution
The campaign was designed as a digital-first editorial ecosystem.
Content was created to live across platforms, website, social and native media, while maintaining a consistent narrative and visual language.
Long-form storytelling formed the core, supported by shorter formats optimised for digital discovery, sharing and engagement.
THE result
The campaign delivered strong, above-benchmark engagement with a highly discerning audience.
30,000+ pageviews generated across the series
50 seconds average active reading time, indicating deep editorial engagement
25,000+ minutes spent reading the content
46% average conversion from pageview to quality view, significantly above benchmark
Up to 81% scroll depth on best-performing articles
Multi-channel exposure via nrc.nl, NRC Weekend print placements and the NRC XTR magazine
The results confirmed the strength of a calm, editorial approach in a market dominated by promotional messaging. Rather than relying on short-term promotional pressure, the campaign built brand value through narrative consistency and long-term recognition
The campaign didn’t interrupt readers, it earned their time and attention.
THE business impact
Created a consistent narrative across editorial, digital and brand touchpoints
Strengthened Largo’s premium positioning without relying on offers or urgency
Supported long-term brand recognition through a repeatable storytelling system
What this shows - This project shows how a strong brand strategy, when rooted in emotion rather than promotion, can build cultural relevance and long-term desire without shouting for attention.
“strong brands don’t shout. they resonate.”
Brand stories that capture the feeling of being away.
Brand films as strategic amplification
Developed as an extension of the campaign, these brand films add an emotional layer to Largo’s narrative. Used across owned media and PR, they strengthen the brand’s presence, coherence and relevance, not by explaining, but by letting people feel what Largo stands for.
An ode to water
Water runs through the Largo brand, as a source of calm, movement, and connection. For many, it is the red thread in holidays, relaxation, and simply being.
This movie is an ode to water in all its forms: present, constant, and quietly powerful. Rather than showcasing destinations, the film focuses on atmosphere and emotion, the feeling of being near water, slowing down, and finding space to breathe.
By placing water at the heart of the story, the film captures what Largo truly stands for: time away that feels natural, grounding, and deeply human.
Dear Winter
Dear Winter is a movie created to challenge the idea that travel is only about summer. Instead of positioning winter as an off-season, the film reframes it as an invitation: slower days, crisp air, quiet landscapes, and time to truly be present.
This film adds depth to the Largo brand by showing that its promise holds true in every season, and that winter, too, has its own rhythm and beauty.