The Cairndale is a family-owned hotel with function facilities and leisure club located in the heart of Dumfries & Galloway. After undertaking refurbishments, it was recognised that the hotel had outgrown their corporate brand identity which lacked the personality for which the hotel is renowned.
Identifying updated personas was key, both in terms of hotel visitors, but also attendees for events and functions. From conversations with the owners, staff and customers it was clear that friendliness and charm were the key reasons people returned to the hotel.
As part of their new brand strategy and positioning we turned the spotlight onto the hotels heritage and focused on the family ownership which spans three generations back to 1983.
We introduced a contemporary wordmark alongside a relaxed colour palette to help capture the laid back atmosphere of the hotel and its surroundings. As the Cairndale is not only a hotel but a leisure club and local hub for events, we commissioned a set of welcoming illustrations by Caitlin Bowbeer to highlight the key markets in a light hearted, visual way.
Customer journeys through the existing site were analysed and a new website built to communicate necessary information as easily and seamlessly as possible.
“Incredible end result from the team at Shine. We absolutely love how the brand and website has turned out – a great team effort all round.”
Matthew Wallace Jnr, General Manager at Cairndale
Illustrations by Caitlin Bowbeer