Boutique Hotel Branding
Rosedon was a cherished hotel in Bermuda with 20 rooms, exuding the charm of a traditional bed-and-breakfast along with a fine-dining restaurant. However, the property had started to feel outdated and underutilized. A newly appointed General Manager aimed to transform Rosedon into a design-oriented boutique hotel, similar to Soho House, targeting a stylish leisure audience in the US and Europe, enhancing its reputation, and justifying higher room rates. We were chosen as the creative and strategic collaborator to help realize this vision.
**The Approach**
Our involvement went beyond simply sending digital files from a distance; our team visited the property several times a year, becoming an integral part of the Rosedon family. We connected high-level strategy with detailed execution. We began by uncovering the core identity of Rosedon, its unique atmosphere, beautiful grounds, and relaxed sophistication, then reimagined it for a modern audience. Through workshops with stakeholders, we established a new positioning and brand platform aimed at:
- Attracting a style-savvy leisure market from the US and Europe
- Enhancing the guest experience and overall business performance
- Expanding food and beverage options to maximize the property’s potential
We initiated the rebranding by refining the hotel's color palette, which, though subtle, was a significant shift. By softening some of the brighter shades and introducing richer, more muted tones, we developed a palette that feels more cohesive and aligned with the timeless elegance of mid-century design. This updated color scheme adds a layer of sophistication and warmth, ensuring that every aspect, from signage to stationery, is part of a cohesive visual identity.
**The Brand Transformation**
We built the Rosedon brand from scratch and implemented it across all touchpoints, including:
- Website design and development
- Photography and video art direction
- Property signage design
- Stationery and in-room materials
- All digital assets