retro suites hotel
BRAND REFINEMENT & STANDARDS, WEBSITE STRATEGY & REDESIGN, CONTENT DEVELOPMENT AND USER EXPERIENCE
how we worked together
Brand Review & Refinement
Brand Standards Development
Photography & Visual Guidelines
Website Strategy & Structure
Website Design & Updates
Website Content & Messaging
Suite Browsing & Navigation
retro suites hotel
Retro Suites is a boutique hotel where individuality is central to the experience. Distinctive suites, art, architecture and unexpected interior details give the property a personality that extends well beyond its accommodations.
For a business with this much character, the challenge was to bring consistency to its presentation while giving visitors room to discover what makes it special.
My work focused on refining the existing brand and updating the entire website, connecting the property’s visual identity with a clearer, more considered digital experience. From brand standards to individual suite pages, the aim was to help Retro Suites communicate its character and the full range of experiences it offers.
The starting point
Over time, the Retro Suites brand had gone through several iterations. Colours, typography and applications needed to be brought together into a consistent system that the team could use across its communications.
The website presented another opportunity. Each suite had its own personality, but the way visitors viewed and searched the accommodations needed to do more to showcase those differences. Weddings, events and meetings also needed greater prominence so visitors could understand the property’s offering beyond overnight stays.
The existing website platform came with rigid parameters, which shaped how the work could be approached. Every update needed to balance the desired brand experience with what could realistically be implemented within that system.
We began by looking at how the brand and website could work together: what needed to feel consistent, what deserved more attention and how visitors could more easily explore the property.
the goal
The goal was to create a cohesive brand and website experience that felt reflective of Retro Suites itself: refined, distinctive and full of character.
That meant establishing clear visual standards, applying them throughout the website and reorganizing content around the needs of prospective guests and event clients.
For accommodation visitors, the focus was on making individual suites easier to discover and explore. For those planning a wedding, event or meeting, it was about giving those experiences a clearer place within the website.
Across both, the intention was the same: help people understand what Retro Suites offers while allowing its art, architecture and individuality to remain central to the story.
The Branding
The branding work began with a review of the existing identity and how it had evolved. Retro Suites already had a distinctive personality; my role was to refine its presentation and establish a clearer foundation for consistent use.
I finalized the brand colours, typography and application guidelines, bringing these elements together in a brand standards document. Photography guidance and social media standards helped extend that direction beyond the core identity.
The creative direction centred on the property’s art and architecture, with a refined, modern approach to boutique hospitality. The standards needed to support that character while giving the team practical guidance for everyday decisions.
Consistency was especially important for a property defined by different spaces and visual details. The identity needed to connect those elements without making every communication feel identical.
The completed standards provided a shared reference for how Retro Suites should look and feel, supporting a more cohesive presentation across the website and future brand materials.
The Website
The Retro Suites website is built on a hospitality-focused platform with rigid design and functionality constraints. Previous quotes for customized updates had been well into five figures, so finding a practical way to improve the site within the client’s budget was an important part of the brief.
I worked within the platform’s existing capabilities to bring greater consistency to the branding, refine the content and navigation, and introduce valuable customization at a fraction of the previously quoted cost.
This included creating individual pages for each suite and reorganizing how visitors browse and search accommodations, giving the distinctive design and character of each space greater visibility. Weddings, events and meetings were also brought forward, helping visitors explore the full range of experiences Retro Suites offers.
The result was a more cohesive, elevated website experience delivered within the client’s budget—a project that required both creative direction and resourceful problem-solving to make the most of the platform.
Final Thoughts
Over time, Retro Suites had been through several brand variations, each shaped by what the person working on it felt was the right direction. Bringing consistency to the brand began with understanding the business owner’s vision and establishing a clear direction rooted in that.
My role was to recognize what already worked, refine the elements that had become inconsistent and bring the owner’s vision to life. The property’s character provided a strong foundation; thoughtful decisions about colour, typography, photography and website presentation helped bring it into focus.
The project gave Retro Suites a cohesive brand foundation, a website that better reflects the experience and practical standards to guide future work. Those standards give everyone working with the brand a shared direction, helping preserve its identity as it continues to evolve.
Have questions?
If you have questions or you’re interested in learning more about how we can work together, feel free to contact me.
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