flux branding
Roam. Rest. Repeat.
When new ownership took over this historic hotel at the gateway to Yosemite, they needed a brand that encompassed both their historic roots and their forward-thinking vision.
Client
The Groveland Hotel
Hospitality
The Groveland
- Brand Positioning
- Identity
- Messaging
- Experiential Design
- Signage
The Groveland didn’t want to ignore their historic past, but they didn’t want to feel stuck in it, either. Because the past, present, and future of California is about discovery and exploration, we crafted a position focused on the timeless feeling of awe that visitors experience in the wild of Yosemite. At The Groveland, let the California spirit move you.
With an updated look and tone of voice, we evolved The Groveland from Western kitsch
to a destination for modern adventurers.
The brand look combines diverse elements to encompass both past and present: modern and heritage, soft and solid, hand-drawn and typeset. Cursive gives a romantic touch while custom serif lettering is a nod to old school craft, reminiscent of wood blocks and letterpress.
To give a fully branded guest experience, we designed signage, merchandise, and other experiential touches throughout the hotel. We used a vintage map pattern and green overlay to create a consistent look and call back to the concept of discovering the landscape.
