hotel branding before & after

HotelBrandingBeforeAndAfterAs many of you may have noticed after yesterday’s announcement, I launched a new With Intention site!

It’s pretty, easy to use, and very mobile friendly – which is important as things keep moving in that direction.

Anyways, I’ve also been working on another website redesign that I haven’t shared yet, the hotel!

As you may have seen over the course of last year, I have been the Creative Director for a local boutique hotel in Andersonville called The Guesthouse Hotel.

Last year I guided their brand redesign and website and this year I’ll be designing their new hotel lobby.

Here’s a quick look at the before and after at the logo and website (because there’s something so satisfying about a good before and after, right?).


Logo Before

GuesthouseLogoBeforeThough not bad, this logo was not quite hitting the right tone for the hotel.

It was clean and simple, but felt more “commercial real estate” than “boutique hotel.”


Website Before



The same goes for the website. Clean and simple… but not extremely inviting.


Logo After



To set the right tone, we selected Alex Yeske to design the logo and business cards.

Her eye for style was exactly the right tone for the new direction.

What I love about this logo is how relatively timeless it is. We considered some other more popular font styles, but stuck with this classic design that won’t look dated in a few years.


Website After



I personally designed the website and had Mr. Lively programmed it to life.

It’s easy to use and sets a much nicer tone.


New Photos


GuesthouseHotelPhotoI also encouraged the hotel to get new photos taken of the gorgeous units (they are actual condo-quality units with full gourmet kitchens, living rooms, etc.).

For this job, I recommended Daniel Peter, a Chicago-based photographer who I’ve worked with over the years for my own business.


Lobby Design


Because the lobby is actually still being built from the ground up (literally!), there is a lot to consider. But what was once an open hole last summer….




Will soon look like this!

photoAbove is a quick snapshot I took of the mood board I created for the lobby.

As things come together over the next six months I’ll be sure to check in with some updates — if that’s something you’d like to see!



PS – Thinking about signing up for a Life with Intention Online class? Each one is already almost 50% filled, so sign up soon to grab your spot.


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  1. The new website looks great! I love the gold and I’m excited to see how the new branding looks in the front lobby. Greta job Jess!

  2. Thanks, Joanna! Yes, it’s a great place. It is pretty much like you get to rent your own condo for your stay. So you can have a whole family stay in town together.

  3. Wow! Great work! I love the black background on the website. It’s so funny how for a hotel that adds flair, class and just a feeling of comfort… but for blogs it’s all about the white background.

  4. Valerie

    I like the new logo design. Feels very elegant and high end.

  5. Wren

    Amazing job, Jess! You know, I’ve had this idea for a hotel in Charleston (initially I had it for my current city of Columbia, but let’s be honest: there’s no way this idea would flourish where I am now, hence Charleston), but I have no idea what I need to do to get the ball rolling even in small ways (other than, of course, moving to Charleston–that would be the most helpful first step), and I definitely don’t have the money to pay for a consultant. I’ve been doing some research on business plans, but I keep reading mixed opinions on them. Some people say they’re a necessity and then other sources say not to waste your time drawing them up. So much to learn! Especially since I’m not a business-minded person by any stretch, but this idea has me so mesmerized I can’t let it go…

    1. That’s so cool to hear, Wren! You’ll definitely want to invest in good counsel before going into something as large of an investment as opening a hotel. But in the meantime, it could be helpful for you to talk to a mentor, check out the site and see if they have a location in your area (it’s free!).

  6. chefjamielevine

    Fantastic job with the rebranding! I would totally have disregarded that first hotel but booked the second. Bravo!

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