Elwood Hotel

We developed a visual and verbal identity that captures the Bluegrass region but with a twist. We looked to the landscape, the culture, and the people for inspiration. Unexpected and whimsical moments show up in language for wayfinding, the website, and collateral. The brand’s warm tones guide and inspire guests along their journey, connecting them to the community. Elwood is a place visitors can discover their Kentucky story. We came across the story of Elwood the racehorse. In 1905, the horse became the first woman-owned thoroughbred to win the Kentucky Derby. The story is one of inspiration and drive and alludes to the female cofounder.