Concept, content, art and copy. Alex Waxman is a writer, editor, art and creative director with a specialty in hospitality, experiential, and lifestyle brands. After learning the ropes as a magazine writer and agency copywriter, Waxman went in-house to lead the growth of Standard Culture, The Standard’s irreverent, effervescent, culturally-refreshing content program across online, print, video, and social (while also standard-dizing the brand’s voice and copy). Since then he has moved between brand creative and content creation, putting vibrant, always-on content at the forefront of NeueHouse and Fotografiska; leveling up the curated, design-driven BoutiqueHomes’ social and editorial; leading storytelling and content for a globe-spanning collaboration between Autograph Collection Hotels and Fotografiska; conceptualizing and writing brand campaigns for Uber, Year & Day, and others. in 2023, Waxman, alongside partner Lawrence Braun, co-founded Upland Content, a full-service content studio tailored to the needs of hospitality, experiential, and lifestyle.
Creative Direction / Content Strategy & Development / Editorial / Copy & Voice / Brand Content & Social Media / Art Direction / Photography & Video / Story, Brand, and Product Positioning