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