Vision Hospitality Group

First luxury boutique hotel project requiring comprehensive brand identity translation to practical applications

Vision Hospitality Group had successfully built and managed hotels for major brands nationwide, but creating The Edwin—their first one-of-a-kind boutique hotel project—presented new territory: branding from scratch. Located steps from Chattanooga's historic Walnut Street Bridge and positioned as the city's first luxury boutique hotel, The Edwin needed to connect the area's rich Southern hospitality heritage with modern trends and cuisines. While Vision worked with premier design firms to establish core identity and branding, they needed to connect that foundational work to practical applications like signage and print materials. Whiteboard stepped in to bridge this gap, translating the evolving hotel identity into quality materials that matched the planned space and service level. We elevated the designs by introducing vintage illustrations and gold foil stamping in print production, while sign design concepts married both the architectural elements and historical inspirations that defined the property's unique character.