Landmark building breathes new life.

Block Club was hired to develop the brand for a pioneering concept in hospitality—an urban resort conference center hotel—located in a former insane asylum, designed by the great H.H. Richardson. Market research on the public’s perception informed our first phase of brand development; brand positioning focused on the building’s architecture, cultural significance, the urban resort’s unparalleled offerings and the conference center’s cutting-edge technology. We were also engaged on name development. The name that resulted, Hotel Henry, pays homage to its architect; the identity is classic yet current, and features custom modern serif lettering countered with a light clean sans serif. Block Club worked with New York City-based Deborah Berke Partners to inform interior design decisions, bringing the brand to life throughout the guest experience. Print collateral and brand standards were developed. Brand introduction strategy included media outreach, an animated video and website that introduces the brand and feeds the public’s enduring interest in this headline-making redevelopment.


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