Everything Now
means everything
Everything Now is a statment of ambition.
A strategy studio helping brands find their voice and break through the noise.
We build positioning, messaging, and marketing that connects; rooted in clarity, driven by purpose, and made to move people. From hospitality and lifestyle to culture and design, we partner with those who want to stand out for the right reasons.
Operating globally from Madrid.
Now in Motion
W Florence
Opening Strategy
W Florence is set to redefine luxury and lifestyle hospitality in the heart of Florence, blending bold creativity, vibrant social energy, and modern luxury. Everything Now is supporting the team with the marketing strategy, execution, team development, and high-impact opening to ensure W Florence makes an unforgettable entrance into the market.
HIP – Hotel Investment Partners
Opening Strategy
In partnership with HIP – Hotel Investment Partners, Everything Now Studio is leading the full strategic and creative development of a new luxury hotel opening in Southern Spain. From brand positioning and tone of voice to launch campaigns, PR, partnerships, and F&B storytelling, we are shaping the project’s identity and go-to-market strategy. Our work ensures every touchpoint is rooted in local character while aligned with global brand standards.
JW Marriott Hotel Tashkent
Positioning and Brand Narrative
A landmark opening in Central Asia, JW Marriott Hotel Tashkent blends mindful luxury with Uzbek hospitality in the heart of the capital. We are currently working with the hotel and Marriott’s global brand team to define its strategic positioning, narrative framework, and guest experience storytelling—crafting a distinctive, emotionally resonant identity that is rooted in place and aligned with JW’s global promise.
SLS Barcelona
Opening Strategy
Everything Now was brought in to build SLS Barcelona’s pre-opening marketing strategy from the ground up, ensuring the brand’s signature energy, playfulness, and theatrical luxury made an unforgettable entrance in Spain.
The Rome EDITION
Marketing Consulting
The Rome EDITION is more than a luxury hotel—it’s a cultural and social hub in the heart of the city. With its distinctive EDITION aesthetic, an elevated yet understated approach to hospitality, and a collection of exceptional venues, the hotel has all the right ingredients to be a standout destination.
Kyara Barcelona
Opening Strategy and Positioning
Kyara is a postmodern cocktail bar at SLS Barcelona by award-winning bartenders Alex Kratena and Monica Berg. Everything Now shaped the brand launch strategy, defining positioning, voice, and directing pre-opening marketing and campaigns to bring its bold identity to life.
Design Hotels
Trainng and Development
We’re partnering with Design Hotels to develop a new strategic platform focused on reimagining hospitality leadership. The project aims to inspire and empower a new generation of hoteliers through immersive learning, personalized development, and bold thinking—shaping the future of the industry by investing in its people.
W Rome
Marketing Consulting
W Rome is a bold, design-led hotel in the heart of the Eternal City. We support the General Manager and marketing team with strategic planning, team development, campaign execution, and brand-consistent activations—translating the property’s vision into measurable actions that drive both presence and performance.
The Lake Como EDITION
Opening Satrategy
Everything Now Studio is leading the strategic marketing for The Lake Como EDITION, supporting the hotel, and brand teams in aligning vision and execution. We’re providing strategic guidance to design the go-to-market strategy; covering brand positioning, demand generation, content, F&B storytelling, and campaign planning.
Trusted by
Strategy-led.
Creativity-backed.
Outcome-obsessed.
Services
Marketing
Brand & Concept Development
We help you shape the foundation of your brand, from defining positioning and values to developing campaign ideas and launching restaurant and bar concepts. Whether you’re building from scratch or reimagining an existing identity, we align creative direction with business goals to create concepts that connect and stand out.
Digital & Performance Strategy
We optimize your digital presence through integrated strategies that cover website development, CRM, content planning, and performance marketing. Everything is designed to increase visibility, drive engagement, and convert interest into action while making the most of your budget and resources.
Team & Talent Enablement
We support your internal growth through leadership coaching and talent recruitment. From strengthening the strategic thinking of your in-house team to helping you find the right marketing talent, we make sure your people are set up to perform at the level your brand requires.
Full Marketing Externalization
For brands that want complete support, we operate as your external marketing department. From strategic planning to execution across social media, content, digital, and communications, we handle every function with consistency, accountability, and focus. All under one roof with a single, clear direction.
Openings
Brand & Market Strategy
We start by understanding where you stand and where you want to go. Through market research, brand positioning, and strategic planning, we define your space in the market with clarity and purpose. From identifying your target audience to crafting a distinct identity, we set the foundation for long-term relevance and growth.
Creative & Experience Direction
From concept to execution, we lead the creative vision to ensure consistency across every touchpoint. This includes visual identity, storytelling, and guest experiences that feel intentional and cohesive. We also manage events, activations, and awards strategy to bring the brand to life in memorable ways.
Digital, Social & Communications
We drive visibility and engagement with tailored digital strategies, social media planning, and targeted PR. By integrating communications across platforms, we amplify your brand message, strengthen credibility, and build community: online and offline.
Growth & Performance Planning
We align investment with impact. From budget planning and partnership development to reputation management and post-launch strategies, we ensure every decision drives value. We help sustain momentum beyond opening day and position your brand for continued success.
Branding
Purpose & Direction
We help you define what your brand stands for. From crafting your mission, vision, and values to establishing a strong strategic alignment, we make sure every part of your brand reflects a clear sense of purpose and direction.
Positioning & Storytelling
Using research and market insight, we shape a distinct positioning and narrative that resonates. It’s not just about what you do, but how you say it—clearly, confidently, and in a way that connects with the right audience.
Identity & Expression
We bring your brand to life through naming, visual identity, messaging, and tone of voice. Every element is designed to reflect your positioning and tell your story in a way that feels authentic and consistent.
Framework & Implementation
We tie it all together with a cohesive brand framework. One that gives structure to your identity, consistency to your communication, and purpose to every brand expression moving forward.
Meet the team
We’re a sharp team of strategists, creatives, and operators. We think deeply, move fast, and partner closely; bringing clarity, energy, and direction to every brand we touch.
-
![]()
Yamil Errasti
FOUNDER AND HEAD OF STRATEGY
Yamil is a strategist with 20+ years of experience across Apple, W Hotels, The Ritz-Carlton, and Marriott International. He’s led branding, marketing, and digital strategy for luxury and lifestyle brands across Europe.
At Marriott, he drove marketing for 90+ luxury hotels and led the launch of 25 properties, focusing on awareness, demand, and guest experience. He’s also an expert in F&B marketing, helping restaurants and bars shape their identity and strategy.
-
![]()
Alex Rolli
STUDIO MANAGER
Alexandra is a marketing and brand expert with a background in global strategy and experiential campaigns. She worked on Consumer Marketing at Estée Lauder and created activations for top brands on the agency side.
At Everything Now, she drives operations, builds relationships, and keeps the studio focused on growth. A steady force behind the momentum; strategic, sharp, and always moving forward.
-
![]()
Sophie Sinclair
PROJECT MANAGER
Sophie leads our branding projects, storytelling development, and long-term strategy initiatives. As Project Manager at Everything Now, she is the engine behind our execution — from client coordination to tactical delivery.
With a background managing luxury and branded operations, her ability to translate strategy into seamless, real-world workflows is unmatched.
-
![]()
Laura Perez
STRATEGY LEAD
Laura brings over two decades of experience in luxury hospitality, brand communications, and strategic marketing. Having held senior leadership roles at global brands like The Ritz-Carlton, Address Hotels + Resorts, and Mövenpick Hotels & Resorts, she combines deep industry knowledge with a strategic mindset.
At Everything Now, she leads projects where strategy, storytelling, and brand development intersect.
