Savannah, Georgia boasts more than 13 million tourists a year. Two local partners recognized an opportunity to break the mold and introduce a non-traditional lodging option for the modern traveler. Overlooking Broughton Street from the historic W.T. Grant building, The Grant offers a preferred lodging experience that offers the convenience of a hotel with the comforts of home. The space combines historic charm with refined appointments and a sleek aesthetic. Our job was to brand this new company within a burgeoning, niche industry subset. More specific challenges included creating a brand that appealed to specific targets (leaning feminine), while showcasing the modern style of this new lodging experience.
The space combines historic charm with refined appointments and a sleek aesthetic.
The Grant’s new comprehensive brand experience ties to the history of the space, the refinement and character of the interiors, the uniqueness of the service, and the niche industry they occupy. The dual logotype system draws inspiration from the W.T. Grant company; the color palette represents the aesthetic of the space; historic personality was captured, though cleverly modernized, throughout the brand. Complementary communications were crafted to be welcoming and engaging to savvy neo-consumers.
The brand experience ties to the history of the space, the refinement and character of the interiors, the uniqueness of the service, and the niche industry they occupy.
During the discovery phase we researched the W.T. Grant company and discovered that their branding used a dual logotype system—a primary sans serif logotype, and a script logotype. We set out to create a custom primary logotype and custom script that takes cues from the past, while adding touches of modern chic to help align with the space and values of The Grant.
We created architectural and lifestyle photography for use within website and marketing materials. Working alongside a stylist, we crafted bespoke images within the defined brand aesthetic. We focused on historical elements, like exposed brick, original ceiling joists, and preserved columns, as well as the modern amenities that define the space, like the designer lighting, bold and sophisticated kitchen and baths, and the openness of the urban suites.
Scope Of Work
- Branding Strategy
- Visual Identity and Assets
- Brand Guidelines
- Communications Style Guides
- Messaging, Voice, and Tone
Multimedia Production Services
- Photography Style Guides
- Custom Photography
- Photo Finishing