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Urban Hospitality

The Scottsdale

Where Meetings are Memorable


When our client acquired a resort in Scottsdale, we stepped in to help with their repositioning efforts. The property’s existing features, such as its beautiful grounds and excellent meeting facilities, meant that a little branding could go a long way in allowing us to create the premier meetings hotel in Scottsdale.

See The Story

The Client

  • Driftwood Hospitality
  • Scottsdale, AZ

What We Delivered

  • Brand Experience Consulting
  • Logo Modification
  • Story and Copywriting
  • Visual Identity

Capturing A Moment In Time

The moment our team arrived at The Scottsdale Resort we knew it was special. The history of McCormick Ranch, the secluded atmosphere, and the transitional meeting rooms and outdoor spaces made this property a well-kept secret amongst other locations in the market. Taking our cue from the advantageous features that were already there, we developed a story that celebrated and enticed the resurgent business and group travelers excited to experience Scottsdale.

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Gather in Good Company

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While the name and logo mark would stay in tact, our team got to work building a narrative and supporting brand graphics that enhanced the identity and reflected the unique atmosphere of the property. Conceptually, we crafted a story celebrating graceful transitions and sophisticated serenity. We invite and encourage guests to put the “life” in lifestyle and find a balance between connection and retreat. 

Visually, we built a brand system that reflected the richness of the landscape and patterns that took inspiration from the region. Deep Midnight Blues and fiery Pepper Reds stand out against expected Arizona colors. A variety of colorful textiles, flavors, lawn activities, and property rituals were also developed to surprise and delight guests in this gracious setting. Now, this wonderful property has a brand and guest experience to match its undeniable charm.