Sending a New
Hotelier Down
the Rabbit Hole.
BRAND POSITIONING
CONCEPT DEVELOPMENT
NAMING
IDENTITY
BRAND DESIGN
BRAND GUIDELINES
GUEST EXPERIENCE
DIGITAL
ENVIRONMENT DIRECTION
ART STORY
SIGNAGE & WAYFINDING
Credits - Thanks to the team at Provenance Hotels for seeing the potential in this unique space, trusting us as a collaborative partner and catching the vision. Concept development, brand positioning and naming by Denis Kegler, Adam Bagerski, Jodi Glover Thiel and Kylie Freeman. Creative direction and hand model by Denis Kegler. Design by Kylie Freeman and Tyler McRobert. Copywriting by Jodi Glover Thiel and Kylie Freeman. Produced by Jodi Glover Thiel. Illustration by the one and only Scotty Lenhardt. Photography by Toby Grubb & John Peters. Interior design, direction and buildout by ESG.
Stillwater, Minnesota, has graced the banks of the St. Croix since the mid-1800s. Established by German and Scandinavian explorers, it was a timber mecca and cultural center for over a century. Hardships of the modern era have given way to revitalization, including a 150 year-old brewery, complete with underground caves, reimagined as a boutique hotel and three F&B spaces.
Our ask was to develop concepts, identities and experiences for the hotel, restaurant and cocktail bar that would seamlessly fit together, tie to the area and add to the property’s unique features.
In name and concept, the hotel pays homage to Stillwater’s heritage through reimagined ancient fables.
Lora and the mysterious, feminine character of the brand were derived from a Germanic folk tale of a river siren while the whole hotel was developed as a sensory-laden wonder world magnified by a unique guest experience.
The whimsy and mystery of the buildings and caves paired with folklore’s influence inspired the idea of multiple paths through the guest journey. Each path alludes to deeper connections between the hotel and Stillwater but is never fully explained, adding an element of intrigue.
Unbeknownst to guests, a simple selection at booking sets the course of their unique path which unfolds through their stay in the hotel and interactions at the restaurant and bar. A stay at Lora is an escape to wonder, mystery and beauty unparalleled.
The whimsical word mark is based on the town’s natural setting and captures the essence of the surrounding forest. The fluid letterforms resemble the tranquil flow of the St. Croix river and mysterious nooks throughout the hotel and property.
A custom pattern embodies the rich heritage and symbolism of Stillwater and enchanting secrets of the historic space. The symbols come to life across collateral, hinting at the paths of the guest experience.
The splash page also nodded to the guest experience as symbols found throughout the property momentarily appeared on screen and an alluring tale was told through copy.
The sense of mystery was brought into guest rooms through collateral, in-room amenities, sensorial experiences, custom symbolic fixtures and interior design.
The hotel’s art story leveraged the talent of local artists to interpret the myths and tales of the area’s historic culture through modern art. Featured stories were told through guest room paintings, while installations were purposely tucked away in passageway nooks to stoke curiosity as guests wander. Executed with elegance and consideration, the overall experience is an evocative journey through the space and personal memories of timeless fairy tales.
