Highland Dallas

Introducing Curio – A Collection by Hilton.

The Highland Dallas was the first hotel to join Curio – A Collection by Hilton, a selection of one-of-a kind properties that celebrate their individual personalities, while ensuring the quality and consistency that comes with a world-class brand.  Braintrust was tasked with creating a comprehensive launch strategy for the hotel that included brand strategy, creative design, public relations and social media.


  • Brand Strategy
  • Creative Design
  • Public Relations
  • Social Media
Abstract artwork in the hallways

Position, then promote.

We launched The Highland Dallas with a comprehensive PR and marketing campaign that involved creative rebranding of the hotel’s look and voice, media relations and event-specific programming that drove awareness to the hotel and engaged the local community and social media strategy that generated engagement and new followers.

Room key card design


To run in conjunction with the hotel’s opening messages to the media, we helped shape the brand and voice of The Highland Dallas with the conception and design of more than 110 brand design projects within a four month launch period.

Initial creative deliverables showcased a consistent brand voice that was smart, savvy and sophisticated with fun and a little quirkiness. Based on the central location of the hotel and its proximity to shopping, dining, and major city thoroughfares, much of the brand displayed copy referencing “At the Intersection of…” 

From hotel room key cards, group sales collateral, advertisements and hotel email campaigns, every piece of the hotel’s new design spoke to the transformation to the inaugural chic boutique hotel within Hilton’s new Curio Collection.

Menu cover
Menu design
Catering menu design
Brand ad

Public Relations

In addition to a full-scale creative rebrand, we were also responsible for public relations, social media and an opening event for the new property.

Within a four-month launch period we secured placements in local, regional and national media outlets including, FD Luxe, Dallas Morning News, Zagat.com, CultureMap Dallas, D Magazine, Modern Luxury, Yahoo.com and more. USA Today’s “10 Best” also recognized the new hotel as one of Dallas’ top hotels.

Brand social ad: At the intersection of what's hot and what's cool #LovingTheHighland
Brand social ad: At the intersection of dry aged and brand new #LovingTheHighland
Brand social ad: From the Hilton and Back Again #LovingTheHighland
Father's Day social post
Meetings social post
4th of July social post


The results of the opening public relations campaign included:






Media Value

About The Highland Dallas

The first hotel in Hilton’s Curio Collection, The Highland Dallas is surrounded by the upscale Highland Park, Park Cities and vibrant Lakewood neighborhoods, and offers an elevated boutique hotel experience.

Seen enough?

We ask the right questions and dig deep to find the right answers.

Connect with us.