The Glenmary Hotel
A luxury boutique hotel located in lively downtown Nashville, TN
The brief: conceptualize a hotel in Nashville. Research the tourism market and choose a location for the hotel based on your target market. Develop a full branding strategy for the hotel and the on-site restaurant and bar/coffee shop. The finished product: a printed and bound style guide for your property.
Fonts:
Baskerville
LTC Goudy Ornate
Colors:
CMYK 0 10 100 15
CMYK 30 100 40 40
CMYK 21 65 70 87
CMYK 85 60 30 10
CMYK 28 5 100 20
Project Scope:
Branding
Strategy
Art Direction
Web Design
Social Strategy
Deliverables:
Hotel, restaurant, bar logos
Printed & bound style guide
Bar & restaurant menus and collateral
Hotel collateral and merchandise
Web design: landing page,
booking page
Social media strategy
The Glenmary was born out of my need for a high-end, luxury gap filler for my portfolio. Conveniently, tourism in Nashville is exploding and there’s a gap in every area of the tourism market.
I started my design process by researching properties for sale in Nashville that could fit the bill for a luxury boutique hotel.
I found four properties and put together a property investment portfolio with a general vision for each property. I reviewed the properties with my design teacher and we ended up choosing the historic Nashville Door & Sash building as it fit the bill best for a high-end project.
Trying to make a game plan with the creative brief
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Logo development
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Interior design direction #1
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Another interior design direction
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Ultimately, all the brand and property development got condensed into a style guide. I printed and bound the guides myself (timeline, budget, etc.) which, to my benefit, does adhere to my brand’s commitment to a personal touch and a bespoke experience. And I got to choose all the cover papers, like a kid in a candy shop. Win/Win.
I bought a 10 pack of silk tassels that quickly became a key part of the identity.
