Worldly style, Southern warmth.

The Ask

Our client Sage Hospitality Group—an experienced national operator specializing in restaurant management—had decided to partner with Marriott on the consumer-facing brand for their new hotel project in Savannah, Georgia. Because they’d chosen the Luxury Collection flag for the property (a “soft” brand providing few guidelines for identity and guest experience), they found themselves with a unique challenge: how do we create something that feels at once uniquely “Savannah” but also distinctly worthy of the Luxury Collection’s prestigious reputation?

The Solution

We created a site-specific identity and branded experience with just the right balance of whimsy and worldliness. With lighthearted-yet-refined messaging and graphics, the Perry Lane brand is a study in playful elegance. We called it “inspired luxury” and the idea bloomed through all aspects of the experience, from signature guest touchpoints like a fun walking map of the city, to the quietly quirky public space styling and story-driven food and beverage concepts.

What I did…

BRAND STRATEGY, EXPERIENCE STRATEGY, MESSAGING, CONCEPT DEVELOPMENT, ACCOUNT MANAGEMENT, NAMING

Design credit: Brand Bureau

Defined the brand.

Partnering closely with Marriott to ensure we were creating a brand experience that met Luxury Collection’s high standards and criteria, we developed a brand narrative that allowed the property to take on a personality of its own.

Collaborated on the naming and identity concept (for the restaurant and bar too).

Then, we worked alongside graphic designers to create the brand world. We also named and created the identities for both food and beverage venues on-property.

Design credit: Brand Bureau; Photo credit: Kendall Mills

Developed signature experience touchpoints that helped shape the interior design.

We developed signature experiences and benchmarks that set the foundation for the interior design.

Design credit: AvroKo; Photo credit: Eric Laignel

Perry Lane Hotel