Brand Identity Development, Collateral, & Custom Publication
Stay Inn the Heartland
When Bed and Breakfast Inns of Missouri sought to revitalize its identity to better align with its vision of connecting travelers to the charm and character of their member properties, the organization enlisted our team to design a fresh, cohesive brand that would not only bring their ideas to life but also inspire the naming and development of their programs.
Our solution was a bold, typographic rebrand grounded in nostalgia and warmth, paired with thoughtful collateral to empower member properties and delight guests.
Solutions
Moodboard
Logo & Identity System(s)
Brand Development
Membership Certificates
Recruitment Collateral
Marketing Collateral
Email Signature
Social Media Templates
Custom Publication
Services
- Logo Design
- Graphic Design
- Copywriting/Editing
- Art Direction
- Press Management
- Consulting
Setting the Re-brand Mood
At the heart of the rebrand is a catchy name to take the brand from the traditional way of running a bed and breakfast to a more open way of categoizing these innkeepers. The association came to us with this name already selected, but lacking a vision for how to embody this new concept. Between our initial consultation and the team’s Creative Kickoff meeting, we constructed our ideas for the brand strategy with a moodboard.
The tone feels warm, inviting, and grounded in a boutique yet authentic hospitality experience. The imagery showcases a mix of modern sophistication (like the orange tufted bed and sleek accents) alongside cozy, homey touches (such as rustic porches and historic small-town vibes). The palette of oranges, blues, and earthy tones brings warmth and trustworthiness while also feeling fresh and approachable.
A Typographic Logo
At the heart of the rebrand is a typographic logo that balances retro charm with bold modernity. Using the playful and nostalgic “Funkydori” font, the design features contrast between its thick strokes and the thin, even stroke weight of Poppins, a popular sans-serif.
Sub-Brand Identities
Within the Stay Inn the Heartland identity family, the need to identify certified members, chapters or “regions” for each state, as well as create a distinctive loyalty program created several opportunities for sub-branding.
Flexibility within the typographic logo to swap words at a smaller level ties properties to their unique locations while maintaining brand unity. The logo iteration for the loyalty program also incorporates an implied circle—a nod to the “INNer Circle” concept, emphasizing connection and belonging within this exclusive group.
Collateral Design
To reinforce the brand across all touchpoints, we designed an array of collateral that delivers a seamless guest experience and drives member property engagement. Each piece reflects the cohesive aesthetic of the new brand while serving a specific function across their various audiences and environments.
Rack Cards (3 Variations)
Created to invite travelers to explore and book stays at member properties, these cards celebrate the unique charm of the Heartland while promoting individual properties.
Event & Recruitment Postcards
Designed to attract prospective member property owners, these postcards showcase the benefits of joining Stay Inn The Heartland and the strength of the new brand.
Thank You Postcards
Sent by member properties to their guests after their stay, these postcards encourage repeat visits and cross-promote other member destinations within the network.
Inner Circle Room Signs
Promoting guest loyalty and the organization’s member properties, these signs are displayed in each room, spotlighting Stay Inn The Heartland’s collective strength.
INN the Kitchen Cookbook
To further celebrate the unique offerings of member properties, we collaborated on a cookbook project. The cookbook features beloved recipes submitted by property owners, many of which are served to guests during their stays. Beyond recipe preparation, we designed every aspect of the book, including:
- Cover and Internal Pages: Balancing beautiful photography with thoughtful layouts to elevate the recipes and stories of the Heartland.
- Property Spotlights on Dividers: Each divider features a large photograph, description, and property details of member inns, ensuring the book functions as both a keepsake and a marketing tool for the organization.
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