What We Provided:
  • Brand Development
  • Website Development
  • Collateral Design
The Project
A hotel that’s not a hotel

When the developers of The Townsman came to Merrick Towle Creative, we were quickly intrigued by their new project: a downtown Charlottesville, VA, hotel that had no staff, no check-in desk and only four rooms. In short, it offered a hotel experience for the modern traveler, prioritizing comfort, access and distinctiveness above all else. Guests who stayed here would book online, receive a code for the front door and stay in a singularly styled room, steps from Charlottesville’s most desirable shopping, dining and nightlife. It was a concept so elegantly simple it was completely new. The trick was getting travelers to book a room.

The Brand
An identity that speaks for itself

An elegantly simple hotel deserved an elegantly simple brand. MTC embraced that ideal and took a minimalist approach that was unique in the hotel industry and yet in-tune with the essence of The Townsman itself. It begins with the name of the hotel, a strong, direct name that speaks to the downtown location and to the self-sufficiency of the guests. This directness continues in the brand’s crisp graphic design and in its to-the-point copy that laser focuses on the hotel’s unrivaled location and inviting distinctiveness. There is no equivocating. The brand declares The Townsman an unhotel and allows its best qualities to shine through. Travelers who are looking for a new way to stay in Charlottesville can clearly tell that The Townsman is a one-of-a-kind hotel.

The Results
Charlottesville's new favorite hotel

To the delight of our client, The Townsman was fully booked for the first two months after launch and is currently expanding the brand into traditional hotels, BnB’s and non-traditional rentals like treehouses. And, for good measure, the brand won a few ADDY Awards, including: Integrated Brand Identity, Logo and Consumer Website.