A simple format quickly relays how art can create branded environments
Whole Art Company, a subsidiary of 3north Architects, uses the history of a location to create art that not only enhances the interior design of the space, but shares the unique story only that space can tell. By blending research, design and production, the results produced (whether simple, framed print or detailed, museum-quality exhibit) communicate the personality and brand of the environment.
Whole Art was finding it a challenge to communicate the value of such intangible things like history and brand. While the results of Whole Art's services are physically manifested, the perceived value from their presence is difficult to measure, and certainly not immediately financially fruitful.
To help the sales process, these one-sheet examples of project successes were created to share photographs of the locations and work produced, with narrative copy. While the messaging needed to convey the personality of the brand, the style of the sheet must remain in that of Whole Art. Consideration was taken to format the sheets so they could easily be printed in-house, and emailed to prospects (who could also easily print the sheets).
Copy created for The Inn at Berry Hill tear sheet:
title box: The Grand Revival of a Southern Landmark
opening: Classified as a National Historic Landmark, this 1840 Greek Revival “temple” is a formidable antebellum plantation that still attracts visitors for its rich charm and historic elegance.
call-out: Whether business conference or luxurious wedding, architectural and cultural history merge with modern hospitality into the epitome of Southern class.
closing: Tranquil illustrations of fruits and botanicals adorn the walls of the Blackberry Spa, while detailed paper silhouettes of figures from the plantation’s past hang along guest corridors and in rooms. Conversation and transactions of yesteryear are re-lived in Darby’s Tavern, lined with public announcements and vintage ads that shout with life in boldly colored broadsheets.
Copy created for The Carolina Inn tear sheet:
title box: Alumni reflections in the University’s Living Room
opening: Reviewing the historical eras and complex inter-related story lines that shaped the unique character of the Inn and the University was critical to keeping artwork solutions true to the memories and experiences of past, present, and future alumni.
opening: Reviewing the historical eras and complex inter-related story lines that shaped the unique character of the Inn and the University was critical to keeping artwork solutions true to the memories and experiences of past, present, and future alumni.
call-out: Artwork created for the Inn inspired a new amenity – a tour of the facility’s corridors and public spaces.
closing: Galleries of achievement were created, showcasing notable alumnae and faculty portraits in various areas of study, sport, and life. Classic silhouettes, maps and antique botanical illustrations were reclaimed as an art form (and as souvenirs in the gift shop). Artwork occupies public spaces, corridors, lounges, guest rooms and suites, and the venerated restaurant & bar.
Copy create for The Grove Park Inn tear sheet
title box: Distinguished guests line historic halls
opening: The guest list of this Arts and Crafts resort (and registered Historic Hotel of America) in the Blue Ridge Mountains is rich in Americana. Corridors are adorned with cameos of distinguished guests from the 19th and 20th centuries. Other public spaces feature historic photographs of the grounds and inn.
call-out: Knowing that Thomas Edison, Johnny Mathis, Henry Kissinger, and Sir Anthony Hopkins shared these passages adds to the unique experience of Grove Park.
closing: Vintage advertisements and antique postcards were transformed into travel posters for guestrooms, which were augmented with nature illustrations from a local artist in Asheville, a burgeoning scene of art and culture.
