Inn the Ground
This award winning design system for Inn the Ground is a nine-suited bed & breakfast residing in the beautiful countryside of Carlton, Oregon. The client wanted to convey a sense of luxury along with the down-to-earth permaculture that surrounds the nearby regenerative farms.
A defining aspect of the property is its integration into the landscape, with rooms nestled directly in the ground. Guests can explore miles of forested trails, participate in guided meditation, or unwind in the comfort of their room in a cozy bathrobe.
The client was especially proud of their regenerative efforts, including waterway systems that run beneath the property. I drew from this detail to inform the brand system, ultimately reflecting it in the logomark as a symbol of those subterranean waterways.
The Brief
Establish a brand identity for Inn the Ground that balances luxury hospitality with the grounded, regenerative ethos of its countryside setting within The Ground ecosystem.
Some of the key pieces of inspiration:
Keep the edges clean, let the rest be wild
There are no straight lines in nature
Creating places for water to stay
Movement/vibrations of water
Role
Lead Designer
Services
Brand strategy, logo & identity, signage, print collateral, campaign
Inn the Ground offers a new and immersive way to experience nature, and the identity was designed to reflect that. The property operates on a regenerative system where water is recycled throughout via an underground network of pipes. This concept informed the logomark, which represents water flowing beneath the surface. A rugged mark is paired with refined typography to express the contrast between rustic and sophisticated elements.
In addition to establishing the brand identity, we developed a series of marketing campaigns designed to build awareness, generate interest in the property, and increase bookings. Campaign collateral included targeted newsletter blasts, social media content, digital ads, landing pages, print ads, and trackable direct mail.
Awards: Indigo Awards 2024, Gold in Branding for Hotels & Resorts; Silver in Branding for Travel; Silver in Logos for Graphic Design; Silver in Branding for Graphic Design; Silver in Illustration for Graphic Design; Silver in Integrated Graphic Design for Graphic Design; Silver in Promotional Materials for Graphic Design; Bronze in Poster and Brochure Design for Graphic Design
COLLABORATORS
Agency: Think Joule | Creative Director: Jennifer Bryan
Lead Designer: Keri Bonn | Senior Strategist: Jamie Bourgidu
Client: Inn the Ground