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Brand Creation, Positioning Development, Collateral
For years, the Southbridge Hotel and Conference Center in Southbridge, CT, had existed primarily as a corporate travel and events property. But when the global pandemic forced hotel management and owners to rethink their operations and find new ways to attract guests, they tapped us to help them shepherd in a new era for the hotel. We gave the brand an overhaul, including name, positioning, and visual identity that would light the way forward.
Renaming a hotel, especially one with a long and storied heritage, requires a careful balance between honoring its legacy and positioning it for a modern audience. We started out by defining what made Southbridge distinctive: the property possessed the soul of a historic hotel, the personalized service of a boutique property, the amenities and aspirations of an emerging resort, and a quirky and rich optical history (more on that later). These characteristics became our north star as we developed the hotel’s new name and brand story. Our thorough and thoughtful branding process guided the hotel’s owners and in-house team through an assessment of options. After exploring many creative directions, we ultimately arrived at a winning concept.
Enter: Wellsworth Hotel
“Wellsworth” pays homage to the historic and entrepreneurial spirit of George Washington Wells, founder of the legendary American Optical Company (“AO”). The Wellsworth Hotel’s building is the former site of the original factory established in 1833. American Optical was renowned for its significant breakthroughs, including motion picture lenses, medical equipment, and devices used for national security. (We’re sworn to secrecy on exactly what devices.)
The Wellsworth Windsors were a signature eyeglass frame developed by the optical company in the 1920s, celebrated as “the most beautiful spectacles in America.”
The distinctive frames went on to become an enduring icon, worn by notable figures including John Lennon, Neil Armstrong, and John F. Kennedy Jr.
The new name perfectly embraces the best elements of the hotel, balancing beauty, form, and function with its rich history and innovative spirit, while capturing its ambition as a destination “well worth” the visit for business, leisure, special events, and more.
Our next move was creating a visual icon that feels sophisticated and elegant. We drew inspiration from the distinctive lighting fixtures in the hotel’s entry way that resembles an eye. The result is a logo that marries the building’s optical heritage with its modern-day design.
Then, we developed a brand identity manual and asset usage guide that allows the hotel to express itself across every guest touchpoint.
The final touch was bringing the brand into the real world with collateral, newsletters, and more that captured the hotel’s independent spirit, legacy of innovation, defining features as a historic boutique hotel, and resort-style amenities.
Learn more about our branding work, like how we created new brand identities and positioning for the Riverside Tower Hotel, Brenton Hotel, and Gros Morne Inn.
