A Brand to call Home
The curators of The Clairfield Hotel brand, Remy Downing and Jess Wells, recently sat down with us to reflect on their journey from receiving our creative brief to delivering the final concept. The vision we put forward to them was comprehensive and some may say, ambitious. We were after a sophisticated, thoughtfully curated brand that doesn’t adhere to the usual hospitality standards. We wanted to tell the story of Mudgee through a unique lens, one that was authentic and elevated. Tactile and evocative. Welcoming and memorable.
Jess Wells
Remy DowningCould you talk us through the initial stages of brand development? What were the primary inspirations and values that were considered, and how did they shape the eventual identity?
There were three big inspirations for us. The biggest was Mudgee itself; the close-knit but generously welcoming community. When we had the opportunity to experience Mudgee for ourselves, we left with a feeling of intimacy and we were touched by how we were so openly welcomed to explore and enjoy all the many offerings it is home to.
Pairing our visit with the way Joe, Jill and Peter, the general manager, share a passion for tailoring every guest’s experience, reinforced for us that the brand needed to represent their care and detail. We needed to ensure this extraordinary level of service was visually evident within the brand.
Then, the seasonal differences of Mudgee and how it changes so beautifully throughout the year played largely into how we eventually landed with what we now affectionately know as The Clairfield Hotel.
“The primary colours of olive and milk represent the warmth and connection to nature that the town holds.”
The Clairfield Hotel speaks of escapism and elegance in equal measure. How did you ensure these elements were reflected in the brand? Can you elaborate on the decisions behind the visual elements that were chosen?
It all began for us following our coveted visit to the region. The word ‘Clairfield' is a play on the ‘clear fields’ for which Mudgee is revered. When that vision is juxtaposed against the interior finishes of the hotel, there is a sensual immersion that arises.
Just as the clear fields of Mudgee change seasonally and sensually, so too does the brand. The primary colours of olive and milk represent the warmth and connection to nature that the town holds, and the seasonal colour palette is an ode to the ever changing landscape.
Working together they truly provide a journey through the seasons for each guest, inviting them to see, smell, and feel the small joys of country time throughout the years and the very seasons of their own lives.
A visit to The Drip walking track served as inspiration for the brand’s colour palette.A brand is more than just visual elements; it's the story, emotions, and experiences that it evokes in people. Can you tell us more about the narrative you developed for The Clairfield Hotel and how it ties in with the overall brand experience delivered to guests?
The tagline, ‘Find yourself on country time’, really encapsulates the narrative we wanted the brand to exude. When you visit Mudgee, it’s an escape, you switch off and let go of everything from home.
The Clairfield Hotel invites visitors to slow down, enjoy the facilities and service all the while leaning into each of their senses.
Playing on the wellness offerings the property will provide, and the emotions you experience when you’re in the town, we wanted the brand to represent every sense that is aroused; the sound of a crackling fire, the smell of dew on a frosty morning, the purifying steam from the hotel sauna.
Plus, the fact that there aren’t any traffic lights was really refreshing and emotive in itself, when you reflect on it. There was just so much inspiration and celebration we wanted to pull together for the story of The Clairfield.
Customer perception is a significant part of branding. Could you shed some light on how you studied the target audience for The Clairfield Hotel and how you have tailored the brand to resonate with them?
We met with Mudgee’s Head of Tourism and that really helped us understand the local community as well as the type of visitors who were travelling to the region. We were able to dig deep into this research and create some strong personas to build a brand on.
Using specific styles of photography, purposefully chosen talent and colours, we were able to create a real romanticism behind the type of escape that the hotel’s key demographic tend to desire. It truly was a love story waiting to happen.
To connect with Jess or Remy, please visit their LinkedIn pages below.