Gage Hotel

The modernization of the historic Gage Hotel’s brand required weaving familiarity and an homage to the past.  The brand developed for the Gage was implemented throughout the fully redesigned and redeveloped website and extends to physical maps of the property, restaurant menus, and new signage to be implemented on the grounds. ELD directed and utilized new photography, as well as a design style that felt like a refined evolution of the existing brand, rather than an overhaul.

Significant time was spent on the grounds taking in the land and the hotel, just as patrons have done over their lives for vacations and getaways from the city, to allow our team to understand the importance of the hotel but more crucially to connect with it on an emotional level. Those emotional bonds guided the process and added a unique sense of pride and responsibility in shepherding the brand into a new age.