The Highlander Hotel / Brand Identity Concept and Development

Previously associated with a large chain, the underperforming property was purchased by investors looking to create a unique boutique offering that would cater to the area’s tech sector and college. The challenge was to create a destination experience that would woo a predominantly Gen X audience off the beaten path and away from the more popular tourist areas in favor of staying locally. 

The hotel name was chosen because it was both a nod to the area of Austin—Highland—and connected to an established folklore that could feel at once familiar and fresh with a bit of whimsy designed in. The whimsy, aka pink sheep, was inspired by a true story of farmers in Bathgate, Scotland who dyed their sheep a bright pink to inspire drivers passing by to visit their town. The sheep and their vibrant color hit the all-important ‘keep Austin weird’ quotient while cementing the promise of a unique guest experience in the hotel.

The brand identity development grew from the name and story to a full expression (logo, stylistic treatments, illustration, messaging) across all factions of hotel operation from interior installation (sculpture, color palette, murals and room artwork) to wayfinding (signage, room numbers) to guest experience (messaging and systems communicating service offerings with humor) and marketing (print, digital, social).