A new look and feel for a historic brand

For over a century, New England Inns and Resorts Association has served the hospitality industry through marketing and educational programs, as well as networking opportunities. To build awareness of their services, and to better serve their industry members, NEIRA asked Origin to revamp their brand with an eye toward engaging visitors in their search for distinctive New England lodging experiences.

Our team went to work researching and understanding NEIRA’s ideal customers, then developing the language and tone that would both articulate NEIRA’s relevance to these guests, and also help guide the brand as it employed targeted marketing campaigns over time. Reflecting the region, and the personalized service these guests seek, we emphasized warmth, connection and, of course, hospitality.

This carried over into our choice of colors and textures, which were inspired by a sense of sophistication without any associated stuffiness; the goal was an understated elegance that felt inviting and accessible to all. For the logo, we created a custom typeface that evoked the brands rich history, while infusing it with just a bit of playfulness. As for our other brand elements and executions, we selected gold for a primary color, pairing it with a deep and satisfying plum. The result? A sense of prosperity, trustworthiness, warmth, and inspiration.