I began by getting close to the place itself. I walked the Boardwalk, listened to locals, and dug into the history to understand why people keep returning to Atlantic City. That exploration revealed a consistent thread: renewal. From there, I led our team in shaping the brand around that feeling. We named the property Seahaus and created an identity inspired by salt air, sun-washed textures, and the line where sea meets sky — refined, welcoming, and easy to inhabit.