The hospitality industry can be a scary place. Tack on a rough opening to a couple-hundred million dollar project and it's downright terrifying. So it was no wonder that when it came to their next project, a hotel in Napa, the development agency wanted to go hands on in an intense process known as a charrette, or 'a meeting in which all stakeholders in a project attempt to resolve conflicts and map solutions.' We were only peripherally aware of the process, one that was relatively common in the interior design world, but not one we had ever undertaken ourselves. So it was on us to define what charrette meant for a concepting and branding process.

After a two day intensive process of delivering our findings, discussing the takeaways, and presenting our potential concepts, the client was ready to move forward. We landed on the organic alchemy concept, but decided to tone down the mysticism and lean into the natural wonders aspect. Next came naming, then logo design.

Ultimately, the brand was established, brand book delivered, and project wrapped up. We now await the construction of the hotel itself, and mourn the logos that never saw the light of day.