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Fairmont Austin

Hospitality

Fairmont Austin partnered with Tenderling to create a story and positioning that blended Austin’s local culture with classic Fairmont style.

Map of North America with a large orange dot marking a location in central Texas, United States.
A tall glass building with the Fairmont logo is lit up at dusk, overlooking a cityscape with streets and buildings in downtown Austin, Texas.

Approach

Tenderling incorporated authentic Austin into this established luxury brand to attract and engage local visitors. By blending the city’s distinctive art and music scene with the brand’s high-end offerings, the experience feels uniquely Austin, inviting locals to connect with the brand on a more personal level.

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Services Provided

  • Brand Language Development
  • Marketing Collateral
  • In-Room Collateral
  • Spa Collateral
  • Vanity Website Design
  • Videography Direction
  • Activations
  • Tone of Voice/Positioning
Logo with the text "GDUSA" in large, tan letters above smaller text reading "Graphic Design USA" on a transparent background.
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A set of five rectangular cards arranged on a dark background, each displaying text related to branding and tagline directions in a minimalist style.
Two side-by-side images: on the left, two navy event cards with text, and on the right, a couple dressed formally embracing on a balcony at dusk.
A navy blue cookbook titled "Savory Delights with a Twang" is shown partially open and displayed with page spreads featuring recipes and a food photo.
A collage featuring elegant stationery with teal and white designs, including cards and a folder, alongside a close-up of sparkling crystal chandelier details.
A woman wearing sunglasses and a dress sits in the back seat of a classic car; overlaid text reads "Austin’s Playground for Sophistication.
Close-up of a textured paper with a repeating diamond pattern, alongside a diagram showing the pattern's origin from a five-pointed star.
A person relaxes by a pool wearing a sun hat, next to an overhead shot of a magazine, coffee, pen, and smartphone on a table.
An open magazine shows a city skyline and rooftop pool with the text "Austin's Playground for Sophistication" across the image.
A person holds a navy blue folder with a decorative cutout design, showing a colorful image beneath; an open brochure lies on the table nearby.
An open brochure on a marble surface displays a photo of people dancing and text reading, "Indulge in eclectic style and enduring Texas classics," with a Fairmont logo.
A laptop displays a website with an image of a woman in a pool overlooking a cityscape, with text reading "Luxury Downtown Spa Retreat.
A tablet on a wooden table displays a website featuring a modern glass building, palm trees, and the text “Austin’s Playground for Sophistication.”.
Close-up of a white textured sheet with a pattern of small, evenly spaced, triangular cutouts, placed on a wooden surface.
A person holds an orange marbled vinyl record above a black and pink "Tunes to Take" album cover featuring various illustrated icons and the Fairmont logo.
A close-up of a vinyl record labeled "A Record of Your Stay" by Fairmont Austin, partially pulled from a yellow illustrated sleeve with musical and travel-themed graphics.
A black invitation card for Fairmont Austin's grand opening on March 23, 2018, is displayed on a marble surface with matching envelopes and decorative cutouts.
Person holding an elegant black event invitation card with decorative cut-out patterns and silver lettering, partially removed from its sleeve.
A close-up of a black card featuring a silver tree design with blue geometric leaf accents.
A person holds a large, silver folder embossed with “Fairmont Austin” on a marble surface.
A light blue Fairmont box with a white ribbon bow sits on a white marble surface.
Two dark green presentation folders with Fairmont Austin branding are shown, one closed and one open displaying documents inside.
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