The Grand Hotel has stood for more than 170 years, welcoming guests with its inimitable style of Southern hospitality. To give new life to the hotel as an iconic part of Alabama’s culture, Gensler embarked on a thoughtful plan to re-brand the resort. The team celebrated the hotel’s “born on” date, 1847, adding it to a hand-drawn font that pulls from both classic scripts and current flourishes. Online, a clean style pairs with a contemporary UX to bring the brand’s appeal to a new responsive website, native app, and digital sales tools. In complement, the team introduced an evocative personality to a signature ad campaign and resort collateral. Nine new restaurant and retail identities were developed, as well as signage and wayfinding, guest guides, key cards, and a host of in-room touchpoints. Stewarding brand integrity also extended to lifestyle photography and brand immersion training for staff.