Prime Hospitality Group

rebrand | brand identity — core messaging + tone & voice

What began as one Ruth’s Chris Steak House franchise rapidly expanded into a thriving collection of service-focused concepts—meet Prime Hospitality Group (PHG). As JDA Worldwide’s primary writer for the brand, I had the opportunity to craft PHG’s core messaging (tone + voice) during their 2023 rebrand. The following are excerpts from the completed verbal brand guide.

web copy — incorporating the rebrand, verbal identity

After wholeheartedly approving the new brand guide, the client immediately engaged our team to create their new website (incorporated below). I collaborated with JDA’s web team to develop the site’s UX, and I wrote all of the website copy. View the full site at https://primehg.com/

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