The Woodlands Resort came to AOR as they were getting ready to undergo multi-million dollar renovations before joining the elite group of hotels that make up Hilton’s Curio Collection. The storied resort needed a new brand befitting its elevated status that would entice a wider range of audiences, embrace its unique natural setting, and set it apart from the competition.
A visit to the resort made one thing perfectly clear — when you’re at The Woodlands Resort, you’re surrounded by nature. You’d never know you were just a short drive from Houston. We decided to embrace the forest that embraced the resort and infuse it into every part of the brand — driving inspiration and setting The Woodlands apart from the more ‘traditional’ resort brands we were competing against.
Our team worked to develop a new visual and verbal identity that would reflect the elevated renovations about to begin. Part of the process also included a naming system for the resort’s buildings, amenities, and event areas.
The natural inspiration of our surroundings was brought into every aspect of the brand — from the naming of rooms and the rooftop bar to conference spaces and event venues.
The new wordmark draws inspiration from both retro and modern sources — tying the resort’s long history to its modern amenities and offerings.
The new ‘W’ monogram is bold and organic, joining the rugged natural surroundings with the refined experience guests can expect.
The color palette reflects the green, earthy tones surrounding the resort, imparting the same sense of serenity one finds in natural settings.
The new brand and tagline, ‘Resort to Nature’ succinctly reflect what guests can expect: an escape tinged with luxury.
A new brand and visual identity not only helped The Woodlands Resort rise above the competition and gain confident footing in Hilton’s Curio Collection but also helped them clearly communicate to guests all the fun they could expect to experience when on the property.
The new identity also helped the resort reach a wide range of new audiences that had never before been marketed to, expanding its reputation and business. The cohesive identity now accurately and attractively showcases everything this incredible getaway destination has to offer.
