Edgewater Hotel
Despite its rich history and recent multi-million dollar renovation, the Edgewater Hotel struggles to clearly position itself as the go-to destination for today’s business and corporate travelers. Located in the heart of the Yukon and rooted in a legacy that dates back to 1905, the hotel has seen countless changes, both in name and appearance, making it difficult for modern travelers to understand its unique value. The current brand lacks the clarity and cohesion needed to compete with newer, more recognizable business-focused accommodations. Edgewater Hotel needs a fresh brand identity that not only highlights its modern amenities and stylish upgrades but also celebrates its historical roots. Appealing to professionals seeking a productive, comfortable, and memorable stay in a destination rich with character.
The Process
Sketches
Ad Roughs
Balancing the hotel’s deep historical significance with its newly modernized features challenged me to think critically about how design and storytelling work together. I learned how important it is to maintain authenticity while also meeting the needs of a specific target audience, in this case, corporate and business travelers. This project pushed me to be more intentional with design decisions, from typography that reflects elegance and professionalism to color palettes that nod to both history and modern comfort.