El Capitan Hotel

Bringing history into the future. One of the oldest buildings on Main Street in Merced, California, the El Capitan Hotel and its restoration mean big things for the town. We worked with marketing and ownership to create an identity suite suffused with nods to history but an eye for the future. The process involved combing through historic photos and touring facilities, and town focus groups working to serve the community as well as the bottom line.

After establishing the new brand for a historic hotel, we needed to finish it off with a beautiful collateral suite to complement the fresh interiors. Vintage-inspired illustrations with warm colors, and a few recreations of original hotel collateral rounded out a fun project.

Agency-contracted identity design & art direction, brand development, print collateral