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Holston House

Hospitality

Holston House partnered with Tenderling to reimagine its brand voice and position it as a premier Nashville hotel. As a property steeped in history, Holston House required a refined refresh that could bridge its heritage with contemporary guest expectations.

Outline map of North America with a large orange dot marking a central location in the eastern United States.

Approach

We revitalized the Holston House brand by developing a narrative and design system that honors its Art Deco origins while infusing modern energy. Inspired by Nashville’s legacy as the “broadcasting capital of the South,” the brand weaves in vintage radio motifs and editorial storytelling to enhance guest engagement and revenue potential.

Services Provided

  • Brand Identity
  • Brand Language Development
  • Marketing Collateral
  • Operational Collateral
  • Tone of Voice/Positioning
  • Brand Guidelines
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Two black "Happy Hour at Holston" cards with gold text are placed on a tan leather chair, illuminated by soft sunlight and shadows.
Two round coasters, one black with gold text and lion emblem reading "Always Upbeat • Proudly Downtown," and one teal with an abstract circular line pattern, are shown balancing together.
Four rectangular cards feature a line drawing of a lion and phrases referencing music and Nashville, each on a different colored background with "Holston House" branding.
A vinyl record partially out of its black sleeve, which reads "STAY UPBEAT" in large yellow text, next to an open lyric sheet with song titles and an illustrated figure.
Two magazines are shown on a teal surface. One is open, displaying music and food content; the other is closed, featuring the text “SO GLAD TO HAVE YOU” on the cover.
A neatly arranged hotel welcome kit includes a brochure, business cards, key card, pen, notepad, and a round card, all branded with "Holston House" on a dark background.
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