Simpson House INN
Multi-family Real Estate
Services
Competitive Research
Positioning
Competitive Strategy
Brand Architecture
Uncomn Projects conducted an in-depth brand analysis for Simpson House Inn, a historic Santa Barbara boutique hotel, and developed a strategy to refresh its brand identity. Leveraging our expertise in brand strategy and creative direction, we outlined a new approach to harmonize Simpson House Inn’s Victorian heritage with a modern, polished aesthetic.
This rebrand encompasses brand positioning, a new logo and visual identity, website redesign, collateral, and environmental graphics to showcase the property’s storied history and attract new demographics. The creative below showcases how Uncomn can elevate Simpson House Inn to feel established yet welcoming across all branded touch points.
CHALLENGE
The existing Simpson House Inn brand lacked cohesion across platforms. The logo was ornate and difficult to read, the color palette felt flat, and the photography emphasized floral motifs over lifestyle scenes. This disconnect between the brand’s Victorian heritage and modern appeal posed a challenge for attracting younger demographics while retaining existing clientele. Additionally, the website design felt outdated and lacked key information about amenities and history that would resonate with prospective guests.
We recognized an opportunity to blend classic elegance and contemporary design. Without a defined brand strategy, it was difficult for Simpson House Inn to convey its unique value proposition and stand out in the competitive hospitality market.
INSIGHTS
The existing Simpson House Inn brand lacked cohesion across platforms. The logo was ornate and difficult to read, the color palette felt flat, and the photography emphasized floral motifs over lifestyle scenes. This disconnect between the brand’s Victorian heritage and modern appeal posed a challenge for attracting younger demographics while retaining existing clientele. Additionally, the website design felt outdated and lacked key information about amenities and history that would resonate with prospective guests.
We recognized an opportunity to blend classic elegance and contemporary design. Without a defined brand strategy, it was difficult for Simpson House Inn to convey its unique value proposition and stand out in the competitive hospitality market.
SOLUTION
Through competitive analysis and consumer research we gained several valuable insights about the boutique hotel’s target audience and hospitality industry. We identified strong potential in blending classic and contemporary design elements throughout the brand identity and assets. Highlighting the late 19th-century Victorian architectural origins through ornamental patterns and typography nods to heritage and history. At the same time, implementing a warm, neutral color palette inspired by the natural beauty and gardens onsite creates a refined yet approachable aesthetic.
Lifestyle photography and branded touch points tailored to diverse demographics further broaden the appeal to modern travelers seeking an oasis getaway in a historic setting updated with today’s amenities and luxury standards.
We found this duality and balance of old and new most compelling about the Simpson House Inn property.
Through competitive analysis and consumer research we gained several valuable insights about the boutique hotel’s target audience and hospitality industry. We identified strong potential in blending classic and contemporary design elements throughout the brand identity and assets. Highlighting the late 19th-century Victorian architectural origins through ornamental patterns and typography nods to heritage and history. At the same time, implementing a warm, neutral color palette inspired by the natural beauty and gardens onsite creates a refined yet approachable aesthetic.
Lifestyle photography and branded touch points tailored to diverse demographics further broaden the appeal to modern travelers seeking an oasis getaway in a historic setting updated with today’s amenities and luxury standards. We found this duality and balance of old and new most compelling about the Simpson House Inn property.
Creative
BRAND BALANCE
MODERN & TRADITIONAL
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