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Brand Creation, Collateral, Wayfinding
When Berkshire, MA-based Main Street Hospitality Group was tapped to launch a swank boutique hotel in Pittsfield, MA, it was essential that the hotel’s brand identity and positioning have enough power to overcome the former lackluster image of its location. Pittsfield had experienced a major decline in the prior decades, with businesses closing, residents leaving, and a general lack of soul impacting the town. This hotel was poised to mark a new era in the town and be central to the emerging renaissance. Redpoint was asked to develop and bring to life the entire brand for Hotel on North with a stylish and confident character.
Engaging local involvement was deeply important to both the owners and managers of this new hotel. To honor that, we facilitated the development of the hotel’s logo with a local designer through the Berkshire Creative. It pays homage to the signature chaise lounge in the lobby entrance and instantly communicates the aesthetic of the hotel.
After shepherding the logo concept, we expanded on that vibe to create a brand with simple modern style, accents of whimsy, and iconography with Victorian sensibility. This gave the hotel a vibrant, contemporary character while nodding to the storied history of the buildings, which date back to the 1880s and are on the National Register of Historic Places. The Victorian age was a complex one, so we tempered that with stark simplicity for the hotel’s personality. The restaurant is called “Eat,” the bar is called “Drink,” the meetings program is called “Meet,” and so on. This juxtaposition delivered a unique positioning for the hotel’s brand.
Our interior wayfinding signs infused that same playful charm into the guest experience throughout the common areas of the hotel.
As snail mail was the only communication method available in the 1880s, a postcard program was central to this hotel’s character. We licensed historic black-and-white photos from Pittsfield’s past to form the basis of the collection and added several of our own designs with color pops into the mix.
Other in-room items – from info book to notepads and everything in between – featured the Victorian iconography in a variety of applications. No details were left unfinished.
And who doesn’t love a good corset?
Ultimately, Redpoint went on to give this hotel a voice through digital marketing, website development, OOH advertising, public relations, strategic partnerships, the development of marketing collateral, and more. Learn about our capabilities in these areas by perusing our case studies.
