A LANDMARK AND A BRAND REBORN
CLIENT: HOTEL MORGAN
SCOPE OF WORK
BRAND STRATEGY
VISUAL IDENTITY DEVELOPMENT
PHOTOGRAPHY ART DIRECTION
Since making its grand debut in 1925, Hotel Morgan has stood as an architectural and cultural landmark in Morgantown, West Virginia. For nearly a century, it has served as the city’s gathering place for weddings, celebrations, and has hosted dignitaries including both First Lady Eleanor Roosevelt and President Harry Truman. After a full renovation in 2020 to restore its original grandeur, the hotel is once again an epicenter of culture and connection for both visitors and the local community.
LEGACY WORK DURING TENURE AT CHARLESTOWNE HOTELS
BREAKING DOWN THE BRAND
THE VISION
To reintroduce a local icon with a visual identity that feels as timeless as its legacy. The goal was to honor Hotel Morgan’s history while creating a modern, elevated style that unites past and present. The result is a renewed spirit of connection, inviting guests to experience a story that has been unfolding for nearly a century.
LOGO DESIGN
A custom arched wordmark was designed with each letter gently curving upward to emphasize the central “M”—a visual nod to Morgantown itself. The addition of “Established 1925” anchors the brand in its century-old heritage, while a reimagined shield crest revives the original H & M monogram found throughout the hotel's architecture. Together, the marks honor the past while establishing a confident, enduring identity for the next era of Hotel Morgan.
VISUAL IDENTITY
Drawing inspiration from historic photographs, architectural details, and documents unearthed during the renovation, the visual identity brings the hotel’s history to life. Archival imagery is used throughout materials, and thin red line accents (inspired by vintage postage markings) became a signature motif after a remarkable discovery during the demo phase: original mail slots preserved behind the walls in pristine condition. A warm, natural paper tone replaces stark white, evoking the feeling of aged stationery and personal correspondence, while silver foil finishes add a touch of refinement , mirroring the shimmer of the hotel’s interior design.
CELEBRATING SUCCESSION
Nearly a century after its debut, Hotel Morgan remains a cornerstone of Morgantown’s identity. The rebrand showcases the property as both a restored landmark and a modern destination. Recipient of the 2022 Hospitality Design Award for Select Service Hotel Public Space, Hotel Morgan exemplifies how to preserve legacy while shaping the future.
