The Groveland

When new ownership took over this historic hotel at the gateway to Yosemite, I developed a brand that respected its heritage while moving it away from rustic clichés. The positioning was rooted in California exploration and adventure, guided by a visual identity built around hand-drawn details, custom serif typography inspired by woodblock and letterpress craft, and a vintage map motif. The system carried through signage, merchandise and branded touchpoints across the hotel.