Tailored, Sophisticated, Unique
Our mission was to create a soul for the Refinery brand that translated into an impactful storyline. By playing off of the property’s past as the Colony Arcade Building, we positioned the Refinery Hotel as an old millinery.
Creating atmosphere
We developed the persona of Winifred T. McDonald, a dapper hat-wearing man whose wife used to serve tea and hot meals to the milliners on their breaks. We were able to further construct this brand personality through our touchpoints of the hotel, developing of a brand manifest and creating a truly tailored guest experience.
