A 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.
The management team at Barnsley Resort 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 a common desire: to forge deeper bonds and lasting, meaningful moments with their favorite people. Our research yielded a new point of differentiation for the resort: Cultivating Togetherness.
- Customer Surveys
- Customer Segmentation
- Competitive Audits
- Travel & Hospitality Trends
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 And an audit of their current collateral revealed an outdated, disjointed, and complex system.
Below is an audit of the old branded collateral, followed by the refreshed branding.
- Brand Identity
- Marketing Collateral
- Creative Campaigns
- Paid Media
- Branded Merchandise
- Photography & Video
- Direct Mail
Barnsley Resort tasked Phase 3 with reimagining the identity for their food and beverage offering. 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.