The Janney Hotel
Forged From the Spirit of the Rails
When our client, a family of seasoned hoteliers, encountered Durango, Colorado - a classic mining town with incredible natural surroundings - they jumped at the opportunity to invest in this remarkable location. Years later, they were ready to reposition a classic Motel 6 into an indie property with soul.
See The
Story
What We Delivered
- Art Direction
- Brand Development
- Name Development
- Printed Collateral
- Verbal Identity
- Visual Identity
Collection
Unscripted by Hyatt
Our charge was simple: create an identity rooted in a sense of this rugged and special place.
MINING MEETS MODERNITY
People visit Durango, Colorado, because it captures the spirit of the American West. They come to hear the train whistle echo through red-rock canyons, to watch vintage locomotives curl through the San Juan peaks and to hike, bike and even shop where miners once trekked. So, when rebranding an old Motel 6 into an Unscripted by Hyatt hotel, we leaned into both its history and rugged terrain. A story unfolded and inspired the name, The Janney – a type of train coupler that connects rail cars, was the perfect way to say this hotel is about connecting you to Durango. The brand voice invites guests to embark on a journey, to experience a rhythm, and to inspire adventure.
Warm, welcoming, and energetic, that voice is translated into a wordmark that feels layered and expressive. Distinct but complementary typefaces and rich, colorful tones capture the character of the varied landscape. The brand feels at once grounded and expressive, with well-worn Western details punctuated with an unexpected punch of character.
The Janney captures the soul of Colorado’s mountainous Southwest through a lively, modern lens.
A MODERN BASECAMP FOR A STORIED SPIRIT
Branded details like the branding-iron-inspired TJ icon and the layered topographical pattern featuring Durango’s own landscape underscore the heritage of the location. The Janney’s design aesthetic confidently evokes raw elegance and modern grit, serving as the perfect backdrop for meaningful exploration, unexpected connection, and a vibrant sense of place.
