Challenge
Stinson Winery came to us with a bold new idea. They decided to buy townhomes on “Main Streets” and convert the upper floors into an “Air BNB meets hotel” concept that offers the reliability of a hotel and the unique local experience of an Air BNB. They needed us to come up with a name and brand that captured the experience of traveling this way.
Insight
When people travel they no longer want the cookie-cutter experience of a branded hotel, they want to live like a local.
Idea
The Townsman – Always Downtown
A brand that harkens back to the idea of “a man about town” wandering among people and places on Main Street, Wherever. It captures the romantic vibe of travel and the excitement of experiencing something new. We developed themes for each of the four rooms based upon famous Virginian icons and then created hand-drawn graphics to represent The Townsman and each room as well.
Results
- The Townsman was fully booked for the first 2 months after launch
- Stinson is currently expanding the brand into traditional hotels, BNBs and treehouses
- ADDY Awards: Integrated Brand Identity; Logo; Consumer Website