BRAND IDENTITY/WEBSITE
Salem Waterfront Hotel & Suites
Objective
We sought to position the Salem Waterfront Hotel as the premier luxury hotel and event location in New England while providing a modern, cohesive look-and-feel, one that was more in line with market expectations. We collaborated with SWHS to fully research and understand their current position in the market, determine their goals, and ultimately rebrand the hotel.
Instruments of Creativity
Brand Identity
Copywriting
Website Design & Dev
Social Media Ads
Digital marketing
001
Hitting the mark
Our goal was to move away from the highly stylized look of the old emblem and create a mark that was minimal, elegant and instantly recognizable. A refresh of the boat's rendering and refining the typography was key to modernizing the identity.
Our team explored an exhasutive collection of nautical symbols, typefaces and color schemes. Showing the logos mocked up on collaterall like keycards, coasters, and menus helped the Salem Waterfront team see how the design system could come to life.
002
Trimming the sails
Our final identity maintained the boat, but instead rendered it in simple geometric forms. This allowed it to scale elegantly on everything from lapel pins to billboards. The outer rings are a subtle nod to a compass and wordmark is set in an elegant serif — set with wide kerning to give it a sense of luxury and space.
003
Northern Hospitality
The new website performed double duty. On one hand we positioned the hotel as the ideal home-base for a North Shore getaway by highlighting the hotel's accomodations and amenities. Secondly, we promoted their venue space as the perfect choice for waterfront weddings, corporate and social events.
We rebuilt the hotel's digital prescence from the ground up. Moving it from a dated CMS to a modern, mobile friendly platform. From the navigation to the booking system, everything has been reimagined.
Choosing a venue for your wedding or event can be stressful. Our team made sure that users could kickstart their planning by having an in-depth FAQ section, a tabbed navigation with a list of perferred vendors and the ability to schedule a tour of the facility at any time.
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