Barnsley Resort


An historic property surrounded by 3,000 acres of countryside in the North Georgia foothills, Barnsley Resort offers the pleasures and pursuits of a fine Southern estate: exceptional cuisine, a championship golf course, sporting club, spa, horseback riding and trails, and wilderness for exploring.


Barnsley tasked us with elevating their brand to attract a new generation of guests to expand brand awareness—with the result of increasing leisure travel bookings.

Extensive research revealed that their target audiences share common desires: to forge deeper bonds and lasting, meaningful moments with their favorite people.

This included:
Conducting Customer Surveys
Defining Customer Segments
Cultivating Internal Alignment
Compiling Competitive Audits
Reviewing Market Trends

Our research yielded a new point of differentiation for the resort: Cultivating Togetherness.

Brand Refresh

Survey results revealed that the Barnsley Resort branding wasn't as recognizable in the ecosystem of other destination properties. And an audit of their current collateral revealed an outdated, disjointed, and complex system.


Above: audit of old branded collateral.     Below: Old logo (L) and updated logo (R)

This included:
Refreshed Dining Concepts
Integrated Ad Campaigns: Print & Digital
Stationery Suite
Resort Map
Branded Merchandise
Room Keys
Gift Cards
Monument Sign
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Dining Concepts

There are three unique dining experiences on the Barnsley Resort property: the fine dining Rice House, mid-tier Woodlands Grill, and the relaxed, outdoor Beer Garden.


We approached each of the concepts through the perspective of flora and fauna. An osage orange tree for Woodlands Grill, sage from the garden for Rice House, and hunting dogs for the Beer Garden.