Beachwalk Motel
The Beachwalk Motel, formerly known as Hotel de Ville, embarked on a rebranding journey to resolve legal issues tied to its previous name and branding. The rebranding effort involved the development of a new brand identity, from the name selection to the full brand package, transitioning to a new era while respecting its rich history.
Client
Frazier Companies
Industry
Hospitality
Service
Visual Identity
Verbal Identity
Illustration
Duration
6 Weeks
Overview
The rebrand aimed to distinctly separate the new identity from its predecessor while honoring the historic essence of the building. The goal was to reinvent the motel with a nostalgic yet fresh appeal, reminiscent of its origins as a 1980s motor inn, and to infuse it with the vibrant, laid-back coastal lifestyle of Corpus Christi.
The Challenge
The primary challenge was persuading the owner to adopt a new name. Despite his attachment to the original branding, the potential legal ramifications necessitated a change. Convincing him involved a careful balance of respecting his preferences while presenting a new vision that aligned with both legal requirements and market trends.
The Process
Research played a crucial role in grounding the rebrand in authenticity. Historical imagery sourced from city records provided insights into the motel’s past life as Gulf Coast Motor Inn, inspiring one of the proposed names. The selected name, The Beachwalk Motel, reflected both the heritage and the relaxed coastal ambiance embraced by the owner. The design process focused on vibrant colors and a unique set of illustrations and icons that complemented the Beachwalk logo, encapsulating the essence of the seaside and its culture.
The Result
The final brand package was enthusiastically received by the motel owner, marking a successful conclusion to the design phase. The new branding encapsulated a modern twist on retro elements, and although the implementation was ultimately not pursued, the project stands as a testament to creative resilience and innovation.
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