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Fairmont Austin

Hospitality

Fairmont Austin partnered with Tenderling to develop a strategic positioning that would integrate the hotel’s global standards with Austin’s local culture. They required a brand expansion that could resonate with both discerning travelers and the local community.

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

We crafted a brand strategy that infused Fairmont’s sophistication with the vibrancy of Austin’s art and music scenes. The positioning emphasized Fairmont’s role not just as a place to stay, but as a dynamic space for elevated hospitality. The result was a place-based brand that strengthened community ties.

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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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