Learn your brand’s core emotion so that you can connect with more clients & build a business that’s true to you.
Today I’m so excited to share another Brand Identity project with you that I recently finished. Jillian, one of the founders of RATE Hotel Group, came to me wanting a strong brand identity for their new company. Jillian & her partners are going to be opening boutique hotels in various areas, so we wanted the branding to feel clean & strong while still being different (aka not corporate-y).
It all came together beautifully and I have no doubt they’ll be able to holistically represent all of their current + future hotel locations with this new branding.
From the start we wanted to make sure to stay a bit on the masculine, strong side with the branding and color scheme. We stuck to a lot of neutrals and nature was one of my biggest inspirations. Jillian’s love for older buildings that have been unkept, worn down even, meant we added a lot of texture to the board (and eventually into the branding). Eventually we found the perfect mix of contrast and impact with tans, greys, olive and a strong black accent.
With the logo, I played around with a lot of fonts and layouts to find the right once. We absolutely loved the simplicity of our final version though. With it’s bold lettering and clean layout, it makes an impact immediately.
We paired that clean logo with a ton of interesting, more edgy submarks (which you can see below). These keep the branding youthful and fun, appealing to their adventurous, modern ideal customers.
Once the brand identity was finalized, we tackled some collateral assets including business cards, letterhead, Instagram templates, envelope designs and more. This gave Jillian and her team a ton of tools to use when they’re presenting ideas to future investors, property managers, and other business people in general. With the use of the different patterns (mostly a rustic wood grain) and logo marks, the brand is consistent and easy to understand.
I’m so excited for this new branding for RATE Hotel Group. It’s amazing with a holistic, strategy centered brand identity can do for a company. Giving it the right visual representation so that even when no words are spoken, business people and customers alike can understand more about the company and it’s values, immediately.
Jillian, it was SO amazing working with you. And I can’t wait for your locations to open, I’ll definitely be adding them to my travel list.
If you’re ready to create a holistic visual identity for your brand, I’d love to chat! I’m now booking projects for this fall (Oct. and Nov.) Learn more about our services and get in touch with us here.
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