Wayside Point Inn
BRAND IDENTITY / ADVERTISING DESIGN
A fictional social enterprise hospitality experience in Tofino
PROJECT SUMMARY
Wayside Point Inn is an imagined business model for a fictional boutique experience owned by a charitable foundation, in which all funds are reinvested into the Tofino community. The boutique hotel only works with registered locals to create a one-of-a-kind experience. This business model has been previously used by both Fogo Island Inn and Patagonia for greater social good.
This imagined business model is a marketing tactic for the completion of Tofino Tourism's 2022-2027 Strategic Business plan. The Strategic Business Plan interviews and collects data from residents to create achievable goals within the next five years. Within the plan, Tofino Tourism has stated the importance of aligning businesses with local values. There has been an increase in-demand for fostering tourism experiences to attract value-aligned customers and responsible travel.
With this imagined business model, Wayside Point Inn appeals to experienced travellers who wish to connect with local culture and the socially-minded who want to directly support Tofino with complete transparency. The hotel is an intimate experience with only 70 suites, a guest-only restaurant, and a small art gallery space.
waysidepoint.ca
Wayside Point Inn collaborates with the local population through all of its amenities to connect with travellers who seek life-changing cultural experiences.
VISUAL IDENTITY Rationale
The art direction is inspired by rugged nature and boutique hospitality. The logo is a fluid word-mark with six variations which results in a flexible, ever-changing identity, in comparison to the unpredictable nature of the island itself. The W is emphasized to symbolize the enterprise's true dedication to the preservation of the West Coast. All Ws (besides the primary logo) is custom-made in Procreate.
W CAMPAIGN "Stay"
The "Stay" Launch Campaign is a play on the many meanings for the verb. It can be interpreted as staying in a state of mind, staying somewhere, or remaining in place. For the launch campaign, it is meant to both advertise the amenities and the emotional value associated with the brand as a social enterprise.
The launch campaign's variety of headlines, such as "Stay Fresh" or "Stay Local", can be interpreted as both "stay at Wayside Point Inn to get fresh ingredients/local cuisine" or "stay true to the character traits which define you".
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