ASSIGNMENT
Rebrand a 1950s tourist court motel with an identity that honors its past, elevates it to align with a complete renovation, and celebrates the simplicity and soul of the Texas Coast.
SERVICES
Brand Strategy
Brand Identity
Brand Positioning
Foundational Language
Signage
Merchandise
Social Media Strategy
Web Design
Messaging
Prior to its 2023 renovation, the property operated as a no frills, low-key fishing lodge for decades. To establish the brand strategy for its new identity, we looked to local history, flora, and fauna for inspiration.
When the owners bought Reel ’em Inn, they joked that they’d actually acquired “a pier with nine rooms” and a great tagline was born. The 1,000-foot pier, steps away from all motel rooms, is available exclusively to guests.
Our brief from the owners was straightforward: make it a place our wives will love. To build out the brand visual language, we commisioned custom illustrations from Radical Design Co. in Monterrey Mexico. Some highlight the simple life in Rockport while others depict refined simplicty and casual comforts for those who live for more than fishing alone.
Designed by celebrated Texas architecture firm Lake|Flato, Reel ‘em Inn has been reimagined as a home away from home for those who share a love for gathering with family and the Texas Coast.
Seen here, the view from one of four waterfront king rooms, each with their own private cabana.
A new outdoor kitchen was the perfect place to wink at the brand while reinforcing the mandate: this place is made for low-key living. Sign painting by Matt Loveless.
Interiors blend coastal inspiration and refined yet casual comforts—a reprieve from the frenetic pace of everyday life.
Reproductions of historic area maps and other local artifacts comingle with newly branded coasters, magnetic koozies, and other merch to provide a sense of place.
Photos by Andrea Calo and Kenny Braun.
Beauty rooted in meaning.
© Overstory Design 2024