. Hotel Ursa - B&Co.
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Resorts & Lodges

Hotel Ursa



Finding joy in the great outdoors

THE CHALLENGE

Orono, Maine is considered the last gateway for explorers heading north. It's also the home of UMaine, the state's largest university. But even with the allure of higher education and a gateway to the Maine wilderness, there were not any independent hotel options that stimulate a curious mind and active lifestyle.

See The Story

The Client

  • Radnor Property Goup
  • Orono, ME

What We Delivered

  • Art Direction
  • Brand and Identity
  • Brand Experience Consulting
  • Copywriting
  • Illustration
  • Naming
  • Photography Art Direction
  • Printed Collateral
  • Signage Design
  • Story and Copywriting
  • Visual Identity
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For those driven to expand expand their minds and their horizons.

Hotel Ursa

Hotel Ursa, a unique three-building layout, is centrally located on the UMaine campus. The hotel’s location in Orono is known as one of the last checkpoints before exploring the rest of Central Maine. So, whether guests are venturing north towards Ursa Minor or are UMaine Black Bears themselves, Hotel Ursa is for those curious in nature.

Hotel Ursa is named after the constellations Ursa Major and Ursa Minor, the latter of which containing the North Star. Any UMaine astrology student or New England wilderness adventurer knows “The Greater and Lesser Bears” in the sky are welcomed. Through its proximity and independent perspective towards both university experiences and regional exploration, Hotel Ursa promises to be at the center of a true Maine stay.

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Embracing the natural wonders that surround us

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The visual identity maintains a thoughtful reflection of the university and natural surroundings.

The icon pays homage to Ursa Minor, the great bear constellation which features the north star. The three stars are representative of the “handle“ of the Big Dipper, or the “tail“ of the bear. Three stars also represent the three buildings of the physical hotel’s footprint–or paw print.

The brand is inspired by literary design and scholastic sophistication. Typefaces are a blend of modern and classic, mirroring the hotel itself. Its pattern is not only comprised of the icon's four-point stars, it's also directly taken from historic Coburn Hall's original ceiling.

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Whether it's a college degree or part of a greater constellation, coffee and community connect at this little café.

Inside the other historic university building, Holmes Hall, is a café named MajorMinor. Complementing the story of Hotel Ursa, MajorMinor refers to both Ursa constellations, as well as tying in a university student’s academic degrees. The café visual branding goes with the hotel’s like a mug of coffee and a term paper.

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