Innerspin Marketing was enlisted by the owners of a Best Western hotel in Encinitas, California, looking to rebrand their property as an independent hotel with a new identity and website. Originally named the “Encinitan” when it was first envisioned in the 1980s, the hotel never opened under that name. The owners wanted to pay homage to the original architect’s vision and create a community landmark that would stand out in the competitive hospitality market in northern San Diego County.
Our objective was to develop a brand platform, brand identity, website, and room naming that would enable the hotel to move away from the Best Western brand, foster a strong sense of community, and attract guests seeking a premium experience.
To achieve this, we developed a brand platform that drew inspiration from the hotel’s location and Encinitas’ deep connection with the ocean. As part of our effort to honor the hotel’s rich history and architecture, we also redrew an old lifestyle drawing of the hotel depicting people at the beach, and used it as a graphic element throughout the brand identity. This illustration not only pays homage to the hotel’s heritage but also adds a touch of nostalgia and authenticity to the brand. With this brand platform and visual identity in place, we designed a modern, streamlined and user-friendly website, featuring existing photographs that highlight the hotel’s spectacular views.
Our work resulted in a successful rebranding of the hotel as The Encinitan Hotel & Suites, with a strong brand platform, identity, and online presence that is poised to attract Zoomers, Millennial families and surfers for years to come.