What We Discovered About Discovery
We are more than halfway through the year, and our travel schedule has remained fully booked. We have been across the country branding everything from boutique hotels and destination restaurants to mixed-use developments filled with distinct personalities. And as we’ve jumped back into more and more site visits and face-to-face meetings, one thing has become crystal clear: there is no substitute for Discovery.
At B&Co., Discovery has always been more than a phase. It’s the heartbeat of our process. Before we create a mood board, develop a brand story, design a logo, or build a creative toolkit, we first get boots on the ground. We sit with stakeholders, walk the property, explore the neighborhood, listen, observe, and immerse ourselves in the experience. Because branding isn’t just about how a place looks—it’s about how it feels.
You Have to Be There to Feel It
Some of our best creative moments —the most defining brand sparks —have come not from a brief or a brainstorm, but from something we noticed during our exploration. A turn of phrase. A smell in the air. A chance conversation that reframes everything.
That’s what we continue to discover about discovery– it’s all about uncovering the stuff you can’t find on a Zoom call or in a STR report. It’s the unseen details that make a brand feel authentic, rooted, and unforgettable.
Take, for example, our recent trip to the Isle of Palms, a barrier island located about 40 minutes from Downtown Charleston. While touring the 1,600-acre resort community, we realized that guests, though impressed by its size, were more captivated by the Lowcountry atmosphere and experience crafted by the staff. During our trip to Omaha, we explored the new development on the historic Boys Town farm. Through casual yet pointed conversations, it became clear that the vision went beyond the buildings. Our client aimed to create a stylish, cool hangout—a bold reimagining of Omaha. Omaha…sexy! Even Alta Peruvian’s tagline, “you’re always high in Alta,” came verbatim from some eavesdropping around the hot tub after a day of skiing.
These aren’t just interesting anecdotes- they’re strategic gold. They influence everything that follows: your brand story, your tone of voice, your guest experience, and the way you show up in the world.
Discovery Is the Work
For us, the best branding starts long before the design phase. We treat Discovery like the groundwork for everything that comes next- from verbal and visual identity to implementation in menus, signage, and beyond. If we skip this step, we’re not doing our job.
So yes, we’re traveling more. We’re asking more questions. We’re walking more hallways. We’re tasting, listening, observing. We’re back in the spaces our clients are developing- because that’s where the story lives. And our job is to bring it to life.
