STAND OUT.
STAY BOOKED.
Helping independent & boutique hospitality brands earn more 5-star reviews, drive better brand buzz, and enjoy more consistent revenue, all year long.
You’re not just managing a property, you’re managing a reputation.
Guests rave in person but forget to leave reviews. OTAs bring volume, but at the cost of precious margin dollars. Guests have options, and it feels like there’s a new “Instagram-worthy” spot to compete with every week. Meanwhile, you’re juggling the front desk, your inbox, photoshoots, promos, and half-written captions, wondering when it gets easier.
You dream of charging more with confidence. You want consistent direct bookings and ancillary revenue streams that actually convert. You need a guest journey that’s dialed-in, memorable, and review-worthy.
It’s not about doing more—it’s about doing the right things with intention. I help you create a standout brand, strategy, and guest experience that sparks buzz, earns reviews, and keeps your reservations calendar full.
Boutique hotels… I see you.
Stand out from other stays.
Earn more 5-star reviews.
Drive more revenue.
FORM THEORY | led by Elizabeth Connell
Blending 10+ years of experience in marketing strategy, creative direction & brand design with a personal passion for film photography, travel, & hospitality.
FORM THEORY: (noun) The belief that iconic brands aren't just built; they are formed through shared experience.
FORM THEORY: (noun) The belief that iconic brands aren't just built; they are formed through shared experience.
TRUST MATTERS.
here’s what others have to say….
“When others might see roadblocks, Elizabeth sees opportunity. She is a rare leader who can zoom out to articulate a compelling vision and then roll up her sleeves to execute it with excellence. Whether she's building a brand from the ground up or refining an existing narrative, she brings a sense of care, conviction, and creative clarity that is rare in any industry.”
– Bree M.
CEO, EVELYN & BOBBIE
“Elizabeth's creative & brand direction is nothing short of exceptional. She always arrives well-prepared to deliver excellent results. Her artful briefs, clear communication & ability to elevate brand visuals, even within limited resources, set her apart. Elizabeth is brilliant, adaptable, and incredibly hard-working. ”
– Jenna S.
COMMERCIAL PHOTOGRAPHER
“Elizabeth is the multi-faceted creative that you want on your team. She skillfully moves from big-picture strategies to tiny visual details without missing a beat. She is thoughtful in her approach, but quick on her feet and decisive when it matters most.”
– Abby B.
PRODUCTION MANAGER
HOW IT WORKS
Meet the Form Theory Framework: A highly customized brand, creative, & experiential strategy process, designed to work in harmony with your unique amenities, location, and business priorities.
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We start with deep listening, observation, and on-site immersion. I move through your digital and physical space like a guest would, document what’s working (and what’s not), and uncover low-hanging opportunities for improvement.
Together, we’ll also complete a discovery interview to clearly to identify the blockers, challenges, and opportunities most worth solving. This alignment sets the stage for strategic recommendations that speak directly to your goals and metrics.
Outcome: A 360° view of your brand, guest journey, reputation, and strengths that will serve as the foundation for our work together.
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This is where creative direction takes shape and strategic priorities come into focus. You’ll receive a refreshed brand, visual moodboard, and proposed shot list, tied to a recommended brand strategy formed from the insights I gained in Phase 1.
Your brand & marketing strategy will be customized to your business’ unique goals, strengths, budgets, and guest profiles. From logo and website redesigns to influencer strategy or experiential marketing, your project plan will be customized to prioritize the most impactful work for your business goals and outline how we can get there.
Outcome: A clear visual foundation and focused marketing strategy, built to drive guest attraction, five-star reviews, and long-term success.
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This is where your brand really comes to life. We finalize your visual identity, build out your brand system, and capture custom content to support your marketing and guest-facing channels. Everything is delivered with clarity and cohesion, designed to elevate first impressions, attract better-fit guests, and make your hotel feel as good online as it does in person.
Outcome: Consistent, polished brand, content, and digital foundation that improves recognition, drives conversion, and builds long-term guest-love.
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Now, we translate your refreshed brand into the physical guest experience through custom-designed merch, print materials, and in-room touchpoints that are both memorable and functional. Whether your priority is to impress guests with high-quality freebies or to create a new stream of supplemental revenue, your recommended assortment will be hand-selected to match your brand, goals, and unique guest profile.
You’ll also receive a personalized guest review strategy, designed to consistently increase five-star feedback across the platforms that matter most to you.
Outcome: A customized strategy & merch assortment that drives five-star feedback, unlocks hidden revenue potential, and turns your brand into something guests want to take home.
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This final phase is about bringing everything to life. You’ll receive your full set of custom-branded merchandise, ready to enhance the guest experience. Your digital brand system is also delivered in a clearly organized format, including all design assets, content, templates, and review strategy tools.
Everything is created to be easy to use, easy to reuse, and built to last. You will feel confident and equipped to maintain the brand, support your goals, and keep delivering the kind of experience that guests remember and review.
Outcome: A complete, guest-ready system that helps you save time, stay on-brand, and keep the five-star reviews rolling in.
HOTEL PHOTOGRAPHY
Hi! I’m Elizabeth.
Over the last decade, I’ve led both agency and in-house teams across dozens of industries; optimizing marketing strategies, directing brand visuals, and spearheading creative initiatives from concept to execution.
In recent years, I’ve focused my work behind the lens, building brand strategy while directing photoshoots and guiding everything from lighting and styling to on-set execution, ensuring every visual aligned with the brand’s story. Outside of work, I capture the world on film, drawn to travel, hospitality, and the thoughtful details that make a place unforgettable.
I know firsthand that lasting brands aren’t just strategy, or visuals, or messaging; they’re the harmony between them. My work sits at that intersection: helping boutique hotels define and refine how they show up in the world, so every touchpoint supports a brand that feels distinct, intentional, and built to last.
That perspective is what led me to start Form Theory—rooted in the belief that iconic brands aren’t just built, they’re formed through each and every experienced touchpoint. It’s more than a name. It’s the lens I bring to every project: strategic, collaborative, creative, and grounded in guest experience.