James Newbury Hotel
BRANDING • LOGO DESIGN • ILLUSTRATION • VISUAL IDENTITY
The James Newbury Hotel is a boutique hotel property in Coxsackie, New York that has given new life to the historic JG Ironworks Co. building. Beautifully placed along the Hudson River, the owners wanted a brand identity that would integrate the heritage of the location with the natural beauty of the riverfront, but also communicate an upscale experience.
I find that putting pencil to paper is the best way to explore ideas and quickly validate them. Some things seem good in your head, but don’t work in reality.
We settled on the imagery of a heron in flight paired with a high contrast serif font to give an upscale feel. A geometric san serif was chosen for the location tag and a box was placed around that to give it an industrial look to reflect the building’s original purpose.
To help with merchandising and print collateral we also designed a badge logo version with a vintage font. It works great for embossing, coasters, and helping to add a bit of visual identity without having to repeat the primary logo over and over.
Along with the main hotel brand, we also worked on branding for other identities within the property. The Wire is an event and convention center space and Patrick Henry’s and the Day Line are restaurants owned by the hotel. It was important that we developed all of these identities to play well with each other.
For this project I worked with Tracy Smith of Smith & Co.