What we do
We address the cause, not the symptoms.
A hotel that can't hit occupancy targets. A restaurant packed on weekends but empty midweek. An acquisition with strong bones, but no longer pulling regulars. On the surface, these look like marketing problems. The instinct is to spend, adjust CPCs, push OTAs, launch another campaign. Sometimes it moves the numbers. But often, it doesn’t last.
The issue isn't your channel strategy or GTM plan. It's the sequence of effort. Brand defines the value. Marketing distributes it. Marketing can't create demand when what is there isn't a fit for guest interests. The smart move is to audit the brand; ensure the brand experience fits audience expectations.
We've built a proprietary engagement framework that activates the moment you're ready to move — and structured to deliver what matters first rather than everything at once.
Brand Identities in 4-6 weeks. Acquisition rebrands in 6-10 weeks. The work is solutioned around your deal cycle, not ours.
Featured Projects
STAY
Hotel Burg
Three distinct brands — the hotel, the private club, the sister property — each serving the coherent whole. All while supporting both a destination crowd and locals looking for their new go-to.
EAT
Frena
Here, the brand came from the shape of the oven — deep, warm, structured. The brand and design only further elevated the dining experience.
About Us
Your brand experience is what a guest uses to justify their spend -- on hotel bookings, at restaurants, and destinations. It’s what makes your assets worth seeking-out. A strong brand defends ADR; a weak one compresses it.
We focus on the ways business strategy, market positioning, identity, awareness, and guest experience converge -- and where they don’t.
We tell you plainly what you need; sometimes that’s a full rebrand. Sometimes, that’s repositioning. Sometimes the brand is right and the campaign is presenting it wrong. But, we never tell you that you need something you don’t. We’re not focused on increasing billable hours; we’re built around the revenue outcomes that matter for our clients.
BRAND CREATION
Translating your vision, so others can join you there.
bRAND EXPANSION
Entering new markets.
bRAND ASCENSION
Going from elevated to absolute luxury.
bRAND REPOSITIONING
Refining for market fit.
bRAND DIFFERENTIATION
Making sure each brand has its own unique vision.
bRAND OPERATIONS
Creating brand execution frameworks for efficiency and greater portfolio value.
Who we’ve worked with.
what we build
We design, document, and scale what makes a hospitality experience feel authentic—from the first digital impression to the moment a guest decides to come back.
Portfolio positioning, brand hierarchy, competitive differentiation, strategic frameworks that serve as a decision-making guide from foundational aesthetics to marketing strategy.
Logos, typography, color systems, photography direction that harmonize and create feeling.
Websites that drive bookings, and portfolio sites that showcase brands. Digital collateral including display ads, and social assets drive traffic to sites, creating a seamless user experience.
Print and physical collateral designed to support the guest journey - signage, menus, in-room materials, and artifacts that preserve the fantasy, rather than interrupt it.
Repeatable frameworks, training materials, and tools for decision-making that provide systems your teams can execute.
Fast deployment across properties that scales as you grow - an ongoing partnership with transparent data and analytics, and an evolving SEO strategy for maximal LLM discoverability.
Hotel burg
“Honestly, such a pleasure to work with! Impressed by the creativity and talent on their team. They were able to take feedback flawlessly and turn it around into exactly what we needed. 10 out of 10 recommend. A branding force to be reckoned with.”
The Anthem, Tapestry Collection by Hilton
"Craft & Root partnered with us to develop a comprehensive brand kit and website design for a hotel undergoing a full rebrand, and the experience was seamless from start to finish.
Ariel and her team were highly responsive, collaborative, and easy to work with…"
Eagle Point Hotel Partners: Jackson Hole, WY
"I can not recommend Craft and Root enough! I have worked with them for over a year on many projects, both digital and print and have been extremely happy with every result.
They always provide excellent communication, quick turnaround times, and an abundance…"
FRENA
“As an entrepreneur in both B2B and direct to consumer companies, over the past 10 years I have exclusively gone to Craft & Root for all my design needs. Ariel & her team always understand our brands’ goals and create designs that far exceed my wildest…”
PM GROUP
"I have had the opportunity to work with Craft & Root on several design projects, including the launch of a handful of hospitality brands and websites.
Craft & Root has a very thorough method to their design work. They don't simply create three logos and have…"
SCHALLER & WEBER // The Stube
“You guys kill it.”
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