We create bold brands for luxury hospitality companies. Paper Laundry specializes in building brands that come to life in real spaces where guests expect nothing but the best. Through our strategic creativity and industry expertise, we help clients stand tall in a market where it's essential to stand out.
By thinking of every detail for our clients — from design and language, to experience and space — we don’t just create brands, we create wonderlands. These sweet spots are where businesses flourish into recognizable destinations that keep guests coming back for more. Our capabilities turn ideas into reality, building a whole wonderland along the way.
We don’t just create and deliver your brand, we can also help you bring it to life through launch and marketing. That way your wonderland can look and sound its best as you make first impressions and grow your audience.
Need a wonderland for your brand?
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Background
Purpose
Audience overview
Tactics breakout
Personality exploration
Identity inspiration
Pop quiz questions
Identity questions
Goals
Competition
Positioning -
Brand archetypes
Positioning
Attributes
Audience profile
Visuals + voice
Moodboards -
Naming
Logos
Brandmarks
Color
Typography
Illustration
Elements
Texture
Patterns
Photography
Usage guidelines
Execution examples
Voice + tone
Brand story
Brand descriptors
Tonality scale
Platforms
Tagline development -
Brand palettes
Color
Typography
Illustration
Elements
Texture
PatternsUsage guidelines
Execution examples
Voice + tone
Brand story
Characteristics
Brand descriptors
Tonality scale
Platforms
Brand Development
Brand EXECUTION
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Apparel
Swag
Menus
Brochures
Packaging systems
Business cards
Stationery suites
• Letterhead
• Envelopes
• Notecards
Postcards/direct mail
Custom pieces
Packaging
Labeling systems -
Websites
Web graphics
Web style guides
Social assets
Social templates
Email graphics + writing
Blog graphics + writing
Presentation design + writing -
Interior ideation + design vision
Brand interactions
Signature touchpoints
Signage
Wayfinding systems
Retail styling
Mural design
FF&E consulting
Trade show booths
Create flexible identity systems of logo marks and brand elements for a brand that stays fresh
Deliver a simple yet comprehensive brand guide to make all future work easy and cohesive
Consult on how to seamlessly bring your brand into your business operations and guest experience
Provide support in your physical space from breaking ground to opening day – including interior design consulting
Offer retainers for ongoing creative services to keep the stress off your internal teams while putting your brand’s best foot forward
If this is something you’re looking for — contact us.
1 Discovery Work
We get deep into your business and goals to find what sets you apart.
2 Strategy + Vibe
We set the tone for your visual identity through attributes, visual + voice guidelines, mood boards, and inspiration.
3 Identity
We design and build your brand through naming, visuals, and messaging — this is when we create your logo and other key elements.
4 Branding execution
We bring your brand to your guest experience and physical/digital space. This is where your brand truly comes to life.
Discovery
Questionnaire completed and follow-up meeting to discuss answers and explore deeper
Paper Laundry will begin gathering inspiration and developing creative direction
Brand Strategy & Vibe
Comprehensive review of strategy — including mood-boards, visuals + voice, and brand experience concepts so everyone aligns on the vision
R1 Naming
First round presentation of approximately three to five names — including strategic rationale, cursory competitor checks and a follow-up discussion for live feedback
R2 Naming
Second round presentation exploring direction from feedback
R1 Identity Development
First round presentation of the entire brand — we present one brand direction, fully conceptualized so you can understand the whole wonder-landscape
R2 Identity Development
Second round of adjustments to brand with any feedback or direction from round one
R3 Identity Development
*if required
Final Identity Approval
Final selection of all brand elements — including logos, brand marks, expansive brand elements and brand language
Brand Identity Deliverables
Brand guide document of all brand elements, palettes, voice and tone, etc.
Final files of all brand identity elements
Brand Execution and Experience Development
During the brand identity development, our team will concept ways your brand will live in the world. Once the identity phase is complete, we will not only execute those proposed items but dream up many more ways for your brand to live and breathe — everything from physical and digital touchpoints to engaging experiential applications.
Steps ONE through eight typically take three or more months to complete
Timeline subject to change based on rounds of work needed, feedback time, and holidays
Cara Moyle
Owner + Client Management
With 15+ years of agency experience, Cara knows the ins and outs of how successful brands are built. By pairing insight with organization, process with collaboration, and topping it off with thoughtful client relationships — Cara leads the way (often with spreadsheets in hand). With a career that’s produced award-winning work for nationally-recognized clients, she helms the studio with expertise and a whole lotta passion.
Ashlynn Dawes
Creative Director
From big branding agencies to nimble shops, Ashlynn has seen it all and been called it all: designer, art director, creative director — but creative dreamer is probably the most apt title. At Paper Laundry, Ashlynn is a thoughtful visionary, making dreams into reality by guiding our team to create visually stunning brands that always get noticed.