When the Imperial Inn first opened in 1963, it was a nice place. By the turn of the century, it was falling into disrepair and in 2010, it was closed and abandoned. In 2013, a local group purchased the property with the intention of transforming it into a lively, modern, and successful part of the community.
A great idea, but they weren’t alone. Long suffering from a dearth of lodging in the downtown core, Bozeman was suddenly awash in several boutique hotel projects.
So, the question the Imperial team came to us with was this: How do you stand out in a suddenly crowded marketplace and attract a special class of traveler?
Their architecture and design team was quite talented, so it was clear from the start that the new hotel would have curb appeal. But it needed a name, a visual language, and a story to tell. The team was committed to building and running the new place in a way that was organic to Bozeman and the Montana ethos. And so they needed a local partner that shared those values and could help them define their brand, differentiating against chains opening other boutique properties just blocks away.
We walked them through our process for Travel brands, identified their target market, and validated their positioning and operational strategies. Our research-backed, brand-first approach ensured they were making a unique promise to travelers, giving the owners, managers, and employees a playbook from which to operate.
We helped them find a name: The LARK, a Bozeman Hotel. We made them a sweet logo. Three of our designers even produced artwork to decorate the walls in several of The LARK’s guest rooms.
Brand Strategy
Research and Insights
Strategic Planning
Creative Direction
Video
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