BRANDING 76 ACRES IN THE HUDSON VALLEY
Brand Strategy, Creative Development, Account and Project Management
The
brief
brandlove was hired by MWest Holdings to reposition Hutton Brickyards, a 76-acre riverfront property and event space located in the Hudson Valley. For decades, it was knows as the Hutton Brick Works Company, the place that built New York City. It was here that the bricks for the Empire State Building and the original Yankee Stadium were created. It is a place rich in history, character, and New York values. For the past 2 years, Hutton Brickyard was the upstate home of Smorgasburg and even exclusive Bob Dylan concerts.
As the space is being reimagined as a premium hospitality and experiential event venue for large-scale public and private events, changes needed to be made to the brand to keep up with the pace of development. Scheduled enhancements include a hotel, restaurants, and a “glamping “ground. With these ambitious plans, the brand needed a flexible and future proof strategy that could grow with the location, to the past, present, and future of the property.
The
work
brandlove’s work began with an extensive research phase that included an internal and external assessment consisting of qualitative interviews, quantitative surveys, in-market secondary research focusing on trends, culture, and competitors as well as a current state analysis of the Hutton Brickyards brand as a whole. Based on the data collected and analyzed, we developed key insights and audience segmentation, including customer profiles to inform the strategy and identity.
With the core brand idea of "endeavor," we positioned Hutton Brickyards as not just a space, but a place that seamlessly blends industry and nature. Having once helped build the greatest city in the world, Hutton Brickyards is steeped in innovation, ingenuity, and passion. Its goal is to be the catalyst that pulls the premier event and hospitality experiences today and tomorrow to the Northeast. The strategy and messaging delivered comprised of external and internal brand communication elements: brand persona and values, brand story, positioning statement, value proposition, and mission and vision statements.
As a final step, we developed three different creative concepts and headlines to demonstrate how the brand could be brought to life both visually and verbally.
The creative
LOGO EXPLORATION
LOGO APPLICATION
CONCEPT 1
Drawing inspiration from anterior industrial and urban graphic design, this concept features typography as a texture and an oblique, arched logo.
CONEPT 2
This concept uses textural, modern shapes inspired by Art Deco and the patterns that can be seen on the grounds which contain visual repetition, precise patterning, and distinct lines.