Nantucket, Massachusetts, USA
Blue Iris by Life House
Approach: Using a bespoke concept narrative, we revived a forgotten 12-key inn situated in the heart of Nantucket transforming it into a charming oasis with a new life. We reimagined the property experience start to finish while paying homage to the property’s rich history. From the lobby music, the branded collateral, scent, branded touch points throughout the property, programming, souvenirs, all the way to the digital content that invited our guests to stay with us, in the first place.
The Story: In the late 1800s, an art collector settled into a Greek Revival vacation estate in the heart of Nantucket. A Patroness of the Arts, she fondly welcomed neighbors and travelers for intimate gatherings on her garden patio and invited local artists to use her home as their studio. We designed the brand experience to reflect her love for the seaside, rustic Mediterranean design, and Portuguese art.
HD Awards Project Winner 2023 | 19th Annual Hospitality Awards, New Brand Launch
The Property
Creative Director, Brand
Role
Creative Direction, Naming Strategy, Brand Positioning, Concept Narrative, Brand Identity Development, Branded Collateral (Print and Digital), Uniform Development, Content Direction (Social Media, Marketing), Video Campaign, Photography, Website, Wayfinding Design and Music Curation.
Scope
The name ‘Blue Iris’ is a tribute to both the deep blue colours of the Nantucket seas and the indigo hues of blue irises. One of many wild species of island florals native to the island of Nantucket. Our way of celebrating seafaring without being too overtly ‘nautical’.
The property features rustic coastal elements of Portuguese design, with deep-rooted historical nods to the niche art colony culture that existed on Hussey Street in the mid-1800s. We drew inspiration from the rich history of neighboring houses. Florence Rand Lang, founder of the Nantucket art colonies, notably resided next door to the property.
She was a maker, an eclectic object collector of charms. Handmade woven sea baskets, jewelry, poems, books and paintings – she was a Patroness of the Arts. We combined old botanical illustrations and referenced Hockney and Matisse’s fluid draughtsmanship for a mid-century modern pull, and incorporated it into Blue Iris’ visual identity.
