Treat the whole thing as one experience.
Most places build the website and the visit as separate things. Nobody experiences them that way. Someone meets you on a screen long before they arrive, reaches for one while they are there, and a screen is where they decide whether to come back. Domicile works that whole thread, and weaves it into the way a person already moves through what you have built.
Positioning
Before anyone commits. What it actually is, who it is for, and what it should stop trying to be. Every screen a guest meets is downstream of this one decision.
Story
The path in. The site and its structure, and the language of every room, tasting, program and package. Written to be booked, not admired.
Programming
On site, and after it. The dinners, the residencies and the event weekends, and the digital that carries them.
Positioning holds the first stretch. Story carries the middle. Programming owns the return, which is the part most places leave to chance. The path above is drawn for a property; the same three hold wherever someone is deciding.
Knowing the valley, the numbers, and the people deciding.
The valley, firsthand
Napa ValleyDomicile is based here, not visiting. That means knowing the properties, the operators, the growers and the practitioners, and knowing how the seasons actually behave, before the first meeting rather than after it.
Design that moves real money
Twenty years in design and mediaLeading product design and strategy in technology, in rooms where a change to a single flow was measured in millions of dollars of revenue. The same discipline, pointed at a business instead of a product.
Two ways to work with Domicile.
Learn to do it yourself
Office hours, classes and small incubator cohorts, for people running their own thing or a program inside someone else's. First open studio 9 October. A low stakes way to see whether bringing me to your team is worth it.
See the programs Project workHave it done with you
Positioning, story and programming for a place. One to one work, scoped as a defined engagement or an ongoing retainer, and help with agritourism grants where they apply.
Make an enquiryThe next open studio is 9 October in Calistoga. Book a drop in.
She specializes in digital strategy and experience consulting, built on what customers actually do. Most recently she led the team that designed and built OKX Pay and OKX Money, two products made to open new markets rather than optimize the ones already there.
Before technology she worked in hospitality as well as film and media, on titles that streamed on Netflix as well as social strategies during distribution.
In astrology, domicile is a condition of dignity. A planet in its own sign does what it does best, without drawing strength from anywhere else. The same is true of a business, once it stops borrowing someone else's version of itself.
What I'm working onRestore Napa Valley
A network of practitioners, growers and makers building a second identity for the valley.
restorenapavalley.comUnnamed Inn in Calistoga
Positioning, site and experience strategy.
In progressIf you want to become unmistakable, get in touch.
A few lines is enough. What you are building, what you want to move, and where you have been.
hello@domicilenapa.com