10 Apr Project Profile: Purity Spring Resort Visitors’ Guide & Print Collateral
Knowing they needed a refresh but not what it should look like, this family-owned resort threw their trust behind Hawthorn to design a handful of print projects.
See the Projects
Purity Spring Resort has been a fixture in Madison, New Hampshire, for more than 100 years. Owned and operated by the Hoyt family since the late nineteenth century – and now up to the fourth and fifth generations to help run things – the property sits on over 1,000 natural acres of land. As the years have passed, the business has grown, and now features a summer camp, King Pine Ski Area, and the Danforth Bay Camping & RV Resort as its major revenue drivers.
Purity Spring tasked us with developing three projects: a tri-fold brochure for Danforth Bay, a trail map (that also includes pricing, hours, and other info) for their King Pine ski mountain, and the biggest project of the three, a visitors’ guide for Danforth Bay that blended editorial content with more core, need-to-know information people staying at the camping resort would crave. While they didn’t hire us to rethink their branding, in designing the projects, we developed a new set of fonts and styling that were used throughout the publications to give them a cohesive feel, though the aesthetic varies between the properties – the King Pine trail map is brighter and a little more edgy, for example.
It’s not uncommon for us to work with clients who don’t know exactly what they want. That’s not their job; it’s ours – to ask the questions to better understand the business and objectives of the project, and build the solution accordingly. One major reason Purity Spring selected us as their hotel marketing agency is because they liked the design samples we provided and were able to point out ones they thought could serve as inspiration for their projects. With only light direction from the resort, we “built the house” by designing the visitors’ guide first, and then let that inform the style of the other projects. After we delivered the final products, they requested the exact colors and fonts so that they could use them in materials they developed on their own to keep the new branding going.
One of the things that sets Hawthorn apart as a hotel marketing agency is the fact that not only do we have the staff architecture to execute for everything from award-winning design and content to social media marketing, but we also have a team of ad salespeople on staff. For some products like visitors’ guides, wedding brochures, and in-room custom magazines, we can explore a structure where ad sales offset some or all of the costs to you, thanks to area businesses who want to get in front of your visitors, too. The result? A well-built and -designed piece of collateral that can come at a fraction of the cost.