UP VALLEY INN

CALISTOGA, CA

REINVENTING A LOCAL GETAWAY

Located in Calistoga with Hot Springs pools, this former Comfort Inn was getting a makeover and a new brand. With a fresh new look, the property needed a new name and visual and verbal identity to take it to the next level of boutique destination. Carbonate/af&co. named the new hotel, developed the logo and all supporting collateral and managed the public relations launch. While it’s well-situated for an ambitious wine country expedition, the property’s natural hot spring pools provide a relaxing, yet accessible retreat. The property’s new identity needed to communicate these key differentiators.

Concept Development
Naming
Visual Identity Development
Verbal Identity Development
Collateral Development
Marketing
Public Relations

THINGS ARE LOOKING UP

A local name that reflected a local vibe was needed to attract visitors looking for something off the beaten path. Over the last 150 years, Calistoga has often been referred to as ‘Up-valley’, a local term describing the city’s location as it relates to Napa Valley. Though embraced regionally, it’s not widely used by visitors. Up Valley Inn became a name that speaks to local knowledge and reflects the property’s sensibility - this is a place where every guest is “in the know.” We created a visual identity that played into the concept of “all things up.” Playful and aligned with the updated room design, the logo and supporting in-room collateral communicated the property’s modern style and local vibe.

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