The Virginian Lodge is a 1960s motor lodge in Jackson Hole. To create an authentic & meaningful experience, we created a new story - some true, some not. We built intrigue for our guests and kept the town’s gritty spirit alive while crafting a new, modern brand.
This is the first property of the Outbound collection which reimagines properties near the most spectacular natural environments. Each property offers unique local experiences that connect with outdoor adventure, like stargazing to live music.
We keep the spirit of the West alive, keep people dreaming, and keep people coming back.
Challenge: Define a new Virginian Lodge brand that is true to the history & community in Jackson and embodies the adventure & experiential nature of the Outbound masterbrand.
Objectives: 1. Create an ownable, differentiated brand in the cluttered Jackson hospitality market Honor the history & spirit of the property while giving it the modern & meaningful update it deserves
2. Align to the Outbound masterbrand that centers on unique experiences connected to nature, adventure & connection
Target Audience: Internal employees, operations team & ownership
External: Millennial & Gen X professionals - They work hard and play hard and tend to gravitate toward authentic experiences that offer a little cache and sense of connectedness. They buy brands and experiences that reflect their style and values and prioritize real experiences that they can’t get anywhere else. Jackson Hole locals - This is a proud and protective bunch. Many landed in Jackson for the grit and adventure, and don’t want to see that spirit go. They’re friendlier than most other ski town locals and are known for showing a traveler local tracks and hikes. As the city has catered to more of a luxury traveler, and the cost of living for locals has skyrocketed, there are sensitivities to new builds, premium condos and hotels, and fine dining. After all, that rugged western vibe is why they came, saw and stayed.
Design Solution: The re-imagined Virginian brand connects the past with the future. We paid homage to the old West without becoming retro or western-themed.
We kept the spirit of the West alive with hand-drawn icons, real wood prints for patterns and painted elements. Rugged, yet refined.
We drew inspiration from the iconic sign and architectural details of the building, yet created a modern brand that balances the authenticity of Jackson with family-friendly approachability.
The clients were very happy with the Virginian branding. Through strategy and insights, we modernized the brand, aligned it with the Outbound masterbrand and thoughtfully positioned it as a unique experiential hospitality experience.