The Pearl
San Antonio, TXAgency of record for three years with comprehensive brand management and board involvement. Naming, brand and identity, interior design for mixed-use development, multifamily, a corporate office, and two restaurants.
Partner Scope
Fractional creative leadership for Napa Fragrance.
HILMY will support Napa Fragrance in a fractional chief creative capacity, shaping brand narrative, campaign direction, product and lifestyle rollout, creative production, hospitality opportunities, and strategic growth.
This scope is designed to complement the broader digital growth work and support Napa Fragrance as it evolves into a more complete lifestyle, hospitality, and destination brand.
Engagement Overview
Creative direction for the next stage of Napa Fragrance.
HILMY will serve as a consultancy in a fractional chief creative capacity, supporting Napa Fragrance across campaign creation, brand narrative, creative production, strategic growth recommendations, hospitality relationships, and rollout planning.
The engagement is designed to provide senior creative leadership during a critical brand-building period as Napa Fragrance prepares for product, lifestyle, hospitality, and market expansion opportunities.
Scope of Services
A focused set of creative and strategic capabilities.
01
Campaign + Creative Direction
Art direction and campaign creation for the Napa Fragrance product launch in Q4 2026, including exploration of guerrilla marketing opportunities and broader campaign concepts that elevate the product and lifestyle components of the brand.
02
Paid Media Collaboration
Management of paid advertising in conjunction with XYZ, ensuring paid efforts align with the approved creative direction, campaign priorities, and brand positioning.
03
Creative Production Management
Project management for photography, video, graphic design, campaign design, and rollout assets. HILMY can work with existing Napa Fragrance vendors or bring in photo, video, and production partners where appropriate.
04
Brand Narrative + Positioning
Narrative and positioning refinement for the product and lifestyle brand components, clarifying how Napa Fragrance shows up across creative, campaign, hospitality, and growth touchpoints.
05
Organic + Earned Media Growth
Strategic recommendations for organic and earned media. Campaign creation and implementation ideas designed to support awareness, cultural relevance, hospitality visibility, and brand expansion.
06
On-Site + Remote Support
Weekly on-site meetings for an estimated 4-6 week period, plus approximately 10 hours per week of available remote support and consultation.
07
Photography + Lifestyle Content
On-premise product and lifestyle photography that captures Napa Fragrance through an elevated visual lens aligned with the broader lifestyle and destination opportunity.
08
Texas Expansion Roadmap
Roadmap creation for Texas Hill Country and Texas Wine Trail integration, identifying how Napa Fragrance could extend into complementary wine, hospitality, lifestyle, and destination markets.
09
Hospitality Relationships
Client relations support and introductions across HILMY's hospitality base where relevant.
Investment
A structured engagement, with room to continue.
Initial Engagement
Initial Creative Consultancy Engagement
$25,000
- Timeline
- 4-6 weeks
- Timing
- Mid/late July or August 1; final start TBD with production schedule
Concentrated fractional creative leadership, campaign direction, production support, brand narrative refinement, and strategic growth planning during the next key phase of Napa Fragrance's rollout.
Ongoing Support
Ongoing Monthly Support
$6,500/month
- Timeline
- Through end of year
- Format
- Monthly retainer
Continued creative consultation, brand guidance, campaign support, production oversight, hospitality relationship support, and strategic recommendations as Napa Fragrance continues its rollout.
Relevant Experience
Built across hospitality, lifestyle, and place.
HILMY's experience spans hospitality, mixed-use development, lifestyle brands, spirits, hotels, restaurants, residential development, environmental design, public art, civic placemaking, and campaign creation.
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Strategic Fit
Why this matters for Napa Fragrance.
Napa Fragrance is not only an ecommerce product business. It has the potential to become a lifestyle, hospitality, gifting, and destination brand rooted in scent, place, memory, ritual, and wine country culture.
HILMY's background across hospitality, mixed-use destinations, restaurants, hotels, spirits, environmental design, public art, civic placemaking, campaign creation, and brand storytelling provides a relevant creative foundation for helping Napa Fragrance expand beyond product presentation and into a more complete lifestyle and hospitality ecosystem.
From fragrance product to destination brand.
Next Step
Align on start date, then begin.
Confirm the desired start date based on Napa Fragrance's current production schedule, then align on the initial 4-6 week creative consultancy engagement and ongoing support needs through end of year.