The Heartwood
Where The Heart Is
After years of preparation, Vassar College was ready to announce a new hotel development on campus. However, they discovered that their chosen name was already in use. To prevent market confusion, they turned to B&Co. to help explore a new name that would align with their existing brand story.
See The Story
The Client
- Olympia Hospitality
- Vassar College
What We Delivered
- Art Direction
- Brand Experience Consulting
- Naming
- Story and Copywriting
- Visual Identity
Vassar College, famous for its arboretum and more than 230 species of trees in the scenic Hudson River Valley, inspired us to explore names that resonate with both the campus and its surroundings.
We explored story-driven names with depth and distinctiveness, ultimately choosing “The Heartwood.” The name “The Heartwood” symbolizes the core of a tree, with each surrounding ring reflecting a year in time and a glimpse into the past. Every ring tells a story, making “The Heartwood” the perfect name for a hotel poised to weather the test of time. The new Inn serves as a hub for exchange and exploration, central to campus, the Hudson Valley, and the sharing of ideas—while warmly welcoming every guest.
Smart and curious
Once we settled on the name, the college asked us to create The Heartwood’s visual identity system. No problem!
We wanted the colors to really capture the vibe of the area and Vassar’s campus, so we picked shades straight from the local foliage. We went with rich colors like Woodland Green, Bark Brown, Vassar Dark Burgundy, Corduroy, and Satin Linen. These hues give off a smart and curious feel that really matches Vassar’s innovative spirit!
Other visual branding elements leaned smart, sophisticated and simple. A woodsy typeface brings a warm and inviting nature to the brand’s visual identity, paired with a logo consisting of two symmetrical trees and a house in the negative space. The H and W of “Heartwood” can also be seen within the logo’s lines, with a door at the center welcoming all guests.
Working closely with Olympia Hospitality and Vassar College teams, we generated brand activation ideas that would enhance the guest experience.
Activation concepts like seasonal signature scents, tree swings, complimentary seed packets at the front desk, and the annual planting of “class trees” all reflect the meaning and story behind The Heartwood’s name. These ideas also pay tribute to Vassar College’s traditions, creating a cohesive and memorable brand experience. This invites guests to fully immerse themselves in The Heartwood’s exceptional hospitality and the broader Vassar campus.
