Molly Pitcher Inn & Oyster Point Hotel Rebrand
Elegance Gets an Update in Red Bank Hotel Rebrand
The Molly Pitcher Inn and Oyster Point Hotel are landmarks of Red Bank, New Jersey. They are renowned for their elegance and extraordinary service, but their visual communications were due for an update, which led to this Red Bank hotel rebrand. The Molly Pitcher Inn and Oyster Point Hotel’s venues and events are known to be superior, reliable, and consistent. However, their visual branding had become a bit inconsistent over time. The two hotels also have unique personalities. Molly Pitcher is a classical establishment, where as the Oyster Point has a more modern flair. I felt that these unique styles had been lost and needed to be reclaimed. To help rein the brands back in I performed a brand audit to find, correct, and update the weaknesses in the visual brand.
We identified that there was a need for an update to the Molly Pitcher’s logo. They not only required a cleaned up version of their hotel logo, but a secondary icon logo that would be more versatile for social media, web, and print uses. This secondary logo would need to complement the rustic feel of the hotel logo and the wordmark. This led to the creation of the sailboat icon. The Molly Pitcher is so associated with its views of the Navesink River in Red Bank and the beautiful sailboats that grace its still waters. I knocked the iconic Molly Pitcher cupola out of the negative space of the sail to still call to mind the building in the heart of Red Bank.
When assessing the Oyster Point’s logo, I felt that the Oyster Point should return to something similar to the lettering on their building instead of the reflection logo they had used in recent years in order to play to its recognizability. We also established an icon version which was a marriage of the “O” and “P” that is slightly reminiscent of their iconic spiral staircase.
Next came the establishment of a new color palette for each brand. These palettes were drawn from the existing architecture and décor of the hotels. While each expressing their own unique style, I also wished for them to have overlapping colors to tie the two hotels together, especially for when joint ads would be created. The same idea was used for establishing brand fonts. They needed to be separate and unique, yet also work together well.
Following the creation of these base elements, I created stylistic elements that associated with each individual hotel. I drew from the interior design and nuances of the ballrooms and suites. Ceiling medallions, chandeliers, carpeting, and bedding all served as inspiration for elements that could express the unique voice and tone of each brand. I created suggestions and guidelines for the usage of these elements and then moved on to create a uniting element that I liked to call “the wave”.It was drawn from the Navesink River that unites the two hotels. This subtle swoosh could be overlaid or crop the joint elements and unite them.
All of these came together to form their brand style guide. In this process we gave their websites a facelift and redesigned their ads, social media posts, and communications. This was a meaningful project to me as so many family events over the years have taken place at these hotels—baby showers, anniversaries, and even my own wedding. I was so thrilled to work alongside such reputable establishments and help them look as incredible as they are. Together we created a set of guidelines to inspire and elevate the brand for years to come.