The Wayfarer
Katie helped to launch the original Wayfarer location in the Santa Barbara market in 2013. With its success, the decision was made to turn this single concept into a lifestyle brand with the premier full-service location set to open in Downtown LA late 2019.
Katie managed external agency The Gettys Group on refining the brand identity and style guide, providing full creative direction for the scope of this project. In addition, Katie was responsible for finalizing all creative assets, developing additional collateral for on-property needs, preopening field guides and team brand training, sales initiatives, food & beverage concept development, uniform design and direction, and more.
In addition, Katie oversaw the custom website development leveraging Tambourine and enlisted JPR to establish social and PR strategy preopening.
Role
Creative Direction, Brand Refinement, and Creative Execution for Growing Hotel Brand & 4 On-site Outlets
Company
Pacifica Hotels
Year
2018-19
Brand Story
Wayfarers are more than travelers; they make the world their own as they go. Courageous. Curious. Open-minded. Inspired. Never satisfied with what’s on the surface, they dig deep, collecting experiences and etching memories, theirs and others’.
Unburdened by preconceptions and limitations, they share with openhearted generosity and take in everything offered with openhanded pleasure—sights, sounds, aromas, moments.
Driven by self-discovery—through new places, people, and points-of-view—with a singular appetite to experience the truth of a place.
Wayfarers ourselves, we create places for people like us: places where kindred spirits embrace their surroundings. Designed for diving in, taking in and being fully there, here.
Brand Pillars
strictly unstructured
Our common spaces are what you make of them—game room, concert hall, meet-up. It’s 12 AM—whether you need to whip up the perfect grub in the Kitchen or polish your killer business pitch FTW, we won’t fuss over you or expect you to follow some schedule for our convenience. Feel free to feel free.
more than face value
There’s more to us than meets the eye. Take a look. Look again. Find unexpected design, uncharted experiences, unfamiliar friends, and unexplored ideas that open eyes and widen horizons. Surface level is for the birds.
obessively local
Other hotels have locations; we live ours. You can feel the soul of the city in everything we do—the way we look, act, and interact. Leave the guidebooks to those less curious and less courageous.
Web Design & Development
Katie partnered with external agency Tambourine for website development, providing both creative and copy direction for the full scope of this project from design comps to site launch preopening.
LA Local Partnerships
The Giving Keys
Pay-It-Forward Jewelry Company
Nonprofit Partner with Chrysalis
Incorporated Into Team Uniforms
Groundwork Coffee
Fair Trade
Certified Organic Coffee
Partnered to Create Signature Blend