Lauren Serra Henderson
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#COMEONINN

 
 

THE PROBLEM

The Geneva Inn is a hotel rich with history and tradition. It’s a favorite spot for many families who have been coming to The Geneva Inn on Lake Geneva for decades.

But the Geneva Inn had a problem that many established businesses eventually face: how do they evolve their business + hotel environment to meet modern-day comforts and amenities, while still appealing to the hearts of the customers who like it JUST the way it is?

THE SOLUTION

Since the Geneva Inn already had such a strong brand and website, my Mini Brand Package was a perfect fit for them. Their goal was to rebrand their two restaurants to appeal to a younger generation + move all of their marketing in-house.

I worked with them to build out a new Brand Strategy that embraced the old with the new - and set them up with a collection of marketing templates + training to allow them to run their marketing in-house.

 

Brand Strategy

 

The Geneva Inn has such a rich history rooted in tradition + family. My main focus with the rebranding was to honor the history of the hotel while reframing it’s reputation to be more relatable to a younger generation.

 

 

Because The Geneva Inn is a known and loved brand in the Lake Geneva community, we didn’t want to make any changes to the existing brand identity. In addition, The Geneva Inn had already worked with a talented logo designer to create the logo + menu for their new restaurants - so we had a LOT of amazing content to help build the foundation of our new brand strategy.

The new brand strategy was focused on reframing the brand’s reputation to be more relatable to a younger generation. An updated + modern graphic style, the introduction of a few bolder colors + font families, and a focus on creating an easy-going brand voice were critical to creating this perfect balance.

 
ORIGINAL GRAPHICS   The Geneva Inn had a handful of graphics they had been using for print + digital marketing. Although these graphics were “on brand” with the Inn’s brand standards, we all felt they needed a BIT of a facelift to resonate with a younger generation. In our new brand strategy, we updated these graphics to be more modern - while still staying true to The Geneva Inn’s beloved brand.


ORIGINAL GRAPHICS

The Geneva Inn had a handful of graphics they had been using for print + digital marketing. Although these graphics were “on brand” with the Inn’s brand standards, we all felt they needed a BIT of a facelift to resonate with a younger generation. In our new brand strategy, we updated these graphics to be more modern - while still staying true to The Geneva Inn’s beloved brand.

ORIGINAL SOCIAL CONTENT   Although The Geneva Inn had a social presence, content tended to be sporadic and lacking a cohesive aesthetic. In our Brand Strategy, we created clear photography guidelines to create more unity between the quality of the hotel experience + the quality of the social promotions. We also introduced the brand campaign #comeoninn to reframe the hotel as a more casual, straight-from-the-lake destination.


ORIGINAL SOCIAL CONTENT

Although The Geneva Inn had a social presence, content tended to be sporadic and lacking a cohesive aesthetic. In our Brand Strategy, we created clear photography guidelines to create more unity between the quality of the hotel experience + the quality of the social promotions. We also introduced the brand campaign #comeoninn to reframe the hotel as a more casual, straight-from-the-lake destination.

THE BRAND BOOK   Once the Brand Strategy process was completed, The Geneva Inn received their final Brand Book that outlined their Brand Strategy + a basic style guide for their updated marketing assets.


THE BRAND BOOK

Once the Brand Strategy process was completed, The Geneva Inn received their final Brand Book that outlined their Brand Strategy + a basic style guide for their updated marketing assets.


Build Out + Training

 

Working with the Brand Book as my guide, I created 25+ branded marketing templates for use on social media, digital ads, print marketing, and on-site hotel bulletins. Upon completion, I trained a selected team member on how to best utilize their new marketing templates and new Brand Book.

 

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