Brand Strategist
for Independent Hospitality Brands
Based in
Lisbon
© 2026
hello@jasmine-tam.com
The strategic decisions that turned a saturated category into a destination audiences travelled for.
Client
Pacific Bitcoin (Event Series)
In every city, properties offer comparable rooms, similar amenities, and near identical views at competitive prices. When every property's marketing shows the same things, choice is driven by who the brand is for. There's a guest who chooses based on price, and a guest who chooses based on identity. The work is built for the second.
Pacific Bitcoin was operating in this kind of category. Every competitor led with identical offerings. The opportunity was refinement, not volume: a clearly defined audience, sharper positioning, and brand values that let the experience lead the marketing.
40% ↑
in direct ticket sales
280% ↑
in website engagement
230% ↑
in social media reach
45% ↑
in social media engagement
88% ↑
in viewer retention
Direct ticket sales increased 40% year over year and the supporting numbers told the same story: more people found the brand, more stayed engaged with it and more acted on it directly rather than through third-party platforms.
For independent properties, these numbers can be translated to higher ADRs and more direct bookings. It's not about what's being sold, but how it makes people feel.
How to stand out when everyone looks the same.
The work was to build distinction through brand and experience, not speakers and sponsors. The brief was to launch Pacific Bitcoin as an event that would earn its own audience rather than borrow one from established competitors.
The strategy: in premium categories, audiences decide emotionally before they decide rationally. The brand had to feel right before it could be evaluated against competitors.
Jasmine is a talented and detail-oriented Brand Director. She does not stay on the surface, understanding that the deeper the brand, the easier it is to guide marketing and connect with ideal clients. The Pacific Bitcoin brand became quickly well-known in the Bitcoin space and Jasmine's work is a large part of why the brand became so beloved and recognized in such a short time.
Kristin T.
Head of Events, Swan Bitcoin
From industry conference to destination festival.
The first strategic move was redefining who the brand was for. Three user personas set an expanded target audience: not just early-adopter Bitcoiners, but high net-worth individuals exploring Bitcoin as an asset class, and culturally curious travellers looking for an experience worth flying for. Each persona shaped a different layer of brand decisions, from creative direction to platform mix to the specific photography that would resonate with each group.
The second move was repositioning the brand itself. The mission shifted from showcasing Bitcoin to celebrating Bitcoin culture, broadening the experience from an industry event into something that felt closer to a festival. A new brand values system established what the brand stood for in plain language, and the visual register evolved into a polished, evergreen identity that worked beyond the event.
I had the privilege of working closely with Jasmine during her tenure as Brand Director of Events at Swan, where she primarily focused on the Pacific Bitcoin Festival. Jasmine is a remarkably versatile and creative professional with deep technical expertise in design and branding. She led the branding exercise for Pacific Bitcoin from ideation to execution, which was a challenging but very successful endeavor. Jasmine's commitment to excellence makes her a valuable asset to any marketing/brand team.
Guilherme G
President, Swan Bitcoin
Each platform doing different work.
The brand was being deployed across web, social, email, and on-property experience by multiple teams and external vendors. The strategy was to make each channel do specific work in the guest decision journey, rather than treat them as additional posting destinations.
Twitter held industry voice and live conversation.
Instagram became the channel for discovery and atmospheric storytelling, the place where desire was built before anyone reached the booking page.
Email built direct relationship with high-intent prospects who had signalled interest but not yet committed.
The website, rebuilt on Shopify and optimized for direct conversion, reduced dependency on third-party ticket platforms and gave the brand control over the buying experience from first impression to purchase.
Underneath all of it, a comprehensive brand guide made explicit the visual language, voice and tone, image guidelines, user personas, and approval rules that any team or vendor could work from. The brand stopped depending on one person's instinct and started living in shared standards.
California, not finance.
Experiential brand decisions made the event a destination people actively wanted to be photographed in, rather than a conference they attended out of obligation. The principle was that brand atmosphere is not decoration: it is the strategy made physical.
The Magic Money Court, a branded basketball court inside the venue, became a recognizable visual anchor that attendees photographed and shared without prompting.
Custom merchandise, including a Pacific Bitcoin basketball jersey and custom basketballs, extended the brand into objects attendees took home.
Immersive photo opportunities and curated welcome and check-in areas made the venue itself feel intentional. The Orange League, a Bitcoin e-sports tournament sponsored by Swan, extended the brand into sub-experiences that operated as their own audience builders.
Each of these decisions generated organic content that compounded the brand's reach without paid amplification, turning attendees themselves into the marketing channel. Brand work like this compounds. Each strategic decision builds on the last, and the brand becomes the asset.
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