Positioning, tagline, messaging and full website copywriting for Antognolla, a 12th-century castle and estate of 1,433 acres in Umbria, home to a triple-award-winning golf course. Acquired by Eagle Hills, Antognolla is being developed into an exclusive resort and branded residences, with a landmark castle hotel, a longevity spa, villas and farmhouses, polo, vineyards and olive groves.

The project began without a brand strategy, so I created a focused one of my own: a positioning, taglines and key messages. From that foundation, I wrote the entire website, section by section, shaped by my own historical research into the estate: its Benedictine origins, its role as a fortress protecting Perugia, and the noble families that kept it for centuries.

The challenge was to honour both the past and the future of a place in transformation: to capture a thousand years of history and the essence of the land, and to find a language worthy of both.