A Makeover for Vancouver Island’s Top Luxury Boutique Hotel

In the process of renovating their interior, Magnolia Hotel & Spa reaches out to Array to revive & modernize their luxury brand.

Magnolia Brochure

Renovated and ready for rebranding

In early 2013, Magnolia Hotel & Spa began the process of renovating their guestrooms. Known for their impeccable personalized service as Victoria’s top boutique luxury hotel, Magnolia was looking to revamp their image with a brand that would better align with the updated style and guest experience of the hotel. This brand refresh entailed the development of all of Magnolia’s collateral to date, with Array completing the design of sales collateral, print and online display ads, corporate stationery, in-room collateral, social media graphics, and our most recent project – bike and walking tour maps!

The journey to a brand refresh begins

Since Magnolia had an existing brand that was being used on everything from architectural elements to uniforms, sales, marketing, and guest collateral, Array was tasked with finding the perfect balance of new and familiar. Magnolia’s original brand was dated with colors of yellow, ivory, gold and an ornate icon. Taking inspiration from the new interior decor, we redesigned the logo by simplifying the icon and updating the colour palette to silver, neutrals, and greys with a secondary colour palette that featured updated tones of the previous brand colours.

Working together to create new experiences

Working with hotel management to develop consistent and compelling touchpoints, we did a complete design refresh to all hospitality and in-room collateral. Focusing on creating a seamless guest experience, we designed a range of printed brand collateral that is friendly, warm, and inviting, including bathrobe tags, breakfast door hangers, comment cards, refreshment menus, greeting cards for personal notes, and note pads. 

A dated brand receives an award-winning revival

Following the renovations in 2013, Magnolia Hotel and Spa was internationally recognized for a series of awards, including the #1 Best City Hotel in Canada in Travel + Leisure’s World’s Best Awards! Array designed a series of print ads to spread the word on this amazing achievement, along with the opening of their new restaurant, The Courtney Room. Reflecting on the new, modernized look and feel of the hotel,  we designed these print ads using a grid-based layout with creative image arrangement, attention-grabbing typography, and active whitespace.

A consistent identity is formed across all platforms

With the logo, brand standards and colour palette established, Array used the brand foundation to create a new corporate identity package that included business cards, thank you cards, and letterhead and envelopes. New corporate fonts were chosen to reflect a blend of traditional and modern, along with new corporate identity standards for a distinctive brand identity. We also supported Magnolia with their Grand Opening by designing social media graphics, print and email grand opening invitations, and custom email announcements.

Guiding guests to Victoria’s hottest spots

In our most recent collaboration, Array partnered with Magnolia to develop maps that would engage tourists to explore the local community and attractions. We created handy bike tour maps that guide Magnolia’s guests on trails to Victoria’s best destinations, with each map featuring its own uniquely themed tour route, like Craft Brewery Tour or Magnolia’s Tapas Trail. The bike map project has been incredibly well-received and has led to the expansion of new maps and routes to explore downtown Victoria, with such creative themes as Bikes, Beans and Blooms; Haunted Trails; Rainy Day; and more!

“Karen and her team at Array Web + Creative are an amazing and talented group to work with. Array really understands our brand and develops designs that are in perfect alignment with our guest experience at the hotel. Array is a pleasure to work with and produces top quality, and on time work, for all of our hotel’s needs.”

– B. Lewis, General Manager at Magnolia Hotel & Spa


“Karen Johnson always works with us to get just the right look and feel for each job, large or small. Her attention to detail and strong understanding of our brand have made working with her over the past 10 years a pleasure, and I look forward to continuing our partnership.”

-R. Nyhan, Director of Sales and Marketing at Magnolia Hotel & Spa

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