Challenge
As part of The Village Dallas’ multi-billion dollar expansion, we were charged with creating a brand truth, name and visual identity for an exciting boutique hotel concept.
Discovery
The culture at The Village is iconic. It’s what has kept them at over 90% occupancy since the 1960s. We invited The Village stakeholders to a GoDo Session where we not only discovered the Brand Truth of The Village, but got the necessary information to deliver a name and brand for the hotel. The Village is famous for its natural habitat and conservation of their century-old trees on campus. Named for a squirrel’s natural tree home/nest, The Drey was the perfect name for The Village’s new project.
Activation
We worked with the development company and architects to provide the perfect treatments for everything from fabric color, wood finish and carpet considerations that complement the tone, brand and palette we created for The Drey. Every touchpoint from the key card to the names of each of the 35 rooms is uniquely tied to The Village’s natural habitat.
Impact
The Drey was the first of eight new brands we created across retail, fitness, hospitality and food & beverage categories within The Village’s new development; including a brand truth and rebrand for The Village brand itself.