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.
Growth Operators
Brands built to be run. Not to be managed.
Marketing strategy isn’t an add-on, it’s built into every brand decision. It’s built to carry through execution, guiding teams, streamlining decisions, and delivering a consistent guest experience. The result is a brand designed for operations, not one that has to be compromised by them.
What we do
Strong brands make operations easier and growth faster.
Your hospitality brand needs to work at the pace you're operating, across every concept, every location, every hire. It's what makes a guest at your newest location feel the same pull they felt at the first one.
Built right, brand removes friction. Built wrong -- or not at all -- creates work. Give your operation clarity — about what you are, who you're for, and how every touchpoint should engage your guests both digitally and on-site. A simple concept, but the clarity compounds: it makes planning easier, training faster, and marketing more effective.
About Us
Many will start hospitality brand exercises by focusing on a visual identity. But, the key is to fit the objective to the outcome. A new or refreshed visual identity alone is not going to define the way your properties show up in campaigns, online, in physical spaces, and the way the staff talk about the concept.
Traditionally, the execution of brand concepts or marketing plans may be considered a separate phase. But, hospitality doesn’t have time for multiple rounds of reworking. The best-designed brands have the execution considerations woven-in throughout the entire process, and the team that can pull it through from inception, to ongoing execution.
From the first conversation, we’re thinking about how your brand would perform in-market: the white space it owns, the digital architecture, website bookings. The onsite experience shouldn’t be disconnected from the promotion -- it should deliver.
your objectives
Category knowledge drives everything — across the full experience. But we’re not in the business of overprescribing for the sake of increasing our own scope. Working with us is collaborative, evidence-based, and based on your business goals.
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.
Partners in vision and execution.
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.
results
The brands we build don’t just launch well—they keep performing.
These results reflect either the months after launch, when most brands see numbers normalize, or reflect the gains we’ve supported through brand transformations. This is what it looks like when your foundations are built right:
Revenue, via Bookings & Reservations
22%
increase in total bookings
42%
revenue increase MoM, since launch
31%
increase in booking engine entrances up MoM, post-launch
website performance
2.9%
website conversion rate - nearly double the industry average of 1.5%
engagement quality
18%
boost in customer engagement
2X
increase in click-throughs
Helping your brand do the heavy lifting.
Every operator we've worked with has a version of the same concern: the last agency delivered something beautiful that required constant hand-holding to use.
Featured Projects
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.
STAY
Scribner's
Hand-drawn illustrations gave a Catskills lodge its own visual language — specific to the place, impossible to lift and put somewhere else.
STAY
The Surf Lodge
Watercolor captured a bohemian Montauk spirit that photography alone couldn't hold.
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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