Our task was to re–brand a modest motor lodge style hotel into a luxurious haven designed to attract discerning Silicon Valley business travelers. The hotel’s most notable feature was the fact that it was set far off from the road and surrounded by a lush grove of trees. Driving far off the road to end up under a grove of trees immediately evoked that feeling of camping for us.
We began by writing a short story about friends huddled around a fire and the peace and solitude that comes from being outside. To begin the process of naming the hotel, we brainstormed long lists of words associated with the metaphor of camping. After reviewing the results of our brainstorming, the words “moth” and “lantern” seemed to magically connect themselves. We then designed visual identity and it’s application across all of the hotel’s touch points.