The Backstory
This historic resort began as a small hot-pot in 1886. Tucked beneath the surface of Simon Schneitter's land lay a secret that would define Homestead for generations to come: a geothermal spring, warm and mineral-laden, pushing up through the earth as if the land itself were offering something sacred.
That bubbling hot springs, eventually named The Crater, became the cornerstone of a legacy built around shelter and recovery, drawing in exhausted miners and road-worn travelers seeking respite.
Now, as Homestead is in the midst of a 100-million-dollar renovation, they are joining Marriott’s Autograph Collection®: a carefully curated group of more than 200 one-of-a-kind hotels, each chosen for their exceptional artistry and unique approach to the guest experience. As part of the Autograph Collection®, the resort will receive the full backing of the Marriott name—all without compromising the character and authenticity that makes it special.
Client
Homestead
Services
Brand Concept
Brand Strategy
Identity Design
Positioning
Print Collateral
Digital Collateral
Marketing
Copywriting
Web Design
On-boarding
Brand Strategy
Identity Design
Positioning
Print Collateral
Digital Collateral
Marketing
Copywriting
Web Design
On-boarding
The Mission
In order to prepare for this prestigious distinction in the hospitality industry, Homestead needed to completely rebuild their brand in every way imaginable—including new logos, interior and exterior signage, every kind of piece of collateral you can think of, brand identities and materials for its core brand, as well as its eight, individual sub-brands.
The Outcome
We produced a robust and extensive brand package from the ground up. After extensive research of the property's history, we carefully crafted a message that embraces its legacy while paving the path forward as a premiere destination in Utah near Salt Lake City.
To date, we have developed nearly 300 pieces of collateral to help execute the brand of this massive property. From business cards, restaurant menus, and way-finding signage, to custom merchandise, operational items, and marketing materials.
A large initiative of this project has been providing educational materials on the scope and breadth of the property. Brand narratives, cornerstones, and key touch points helped to reinforce the hotel's new direction, and the design of supplemental resources have aided in bringing its staff into the fold.
In addition to collateral produced for the hotel's main brand, we also created designs and materials for each of their sub-brand amenities. The hotel boasts an on-site coffee shop, outdoor barbecue cafe, and a completely re-imagined Simon's Restaurant—in honor of the original founder, Simon J. Schneitter.
Additional amenities on property include The Crater; a professional 18-hole golf course; six, unique pools (sourced from the same naturally-occurring mineral waters from The Crater's aquifers); and soon, a spa, fitness center, and adventure center for recreational activities around the area's mountainous landscape.
