The Challenge
Driscoll Estate, a family-run wedding and event venue in Taylorsville, Kentucky, approached us with a request to help them “up their game” by refreshing their brand. They were booking weddings, and business was good. However, reception and event venues had increasingly become indistinguishable from one another, offering experiences that are mere echoes of what was once considered special.
Their team saw an opportunity to create a brand and experience that went beyond the traditional barn-weddings that are prevalent by providing stress-free planning and execution of unique and immersive experiences for weddings, corporate events, and personal getaways. And they have the venue to do it! Nestled in the heart of Bourbon Country, they offer an 8-bedroom guest house situated on 33 acres of picturesque rolling hills, serene lakes and majestic pines… they just needed a brand and positioning to help them achieve the shift they were seeking.
The Big Idea
Time and budget constraints are always challenging, but we don’t believe in cutting corners and were committed to thoroughly understanding the needs and vision of the Driscoll team. To streamline the onboarding process, we invited their team to join ours for a full-day, in-depth strategy and brand workshop. It became evident during this process that the Driscoll team not only had bold, quirky, delicate, refined, and upscale visions for the experience they could offer, but also the confidence to back it up by taking a chance on shifting their brand to be unlike anything else in the category.
One recurring phrase was, “Go there!” The Driscoll team encourages the groups they serve to feel empowered to have the unique, traditional, or downright weird event they desire. In fact, the more personal, the better. At Driscoll Estate, you can make it happen. At Driscoll Estate you can go for it. Whether you aspire to ignite new social trends with your wedding or indulge in a weekend of Dungeons & Bourbons with friends, Driscoll Estate has the team of experts and venue to bring your vision to vibrant life. Go there, here!
The Visual Identity
With the "Go there" attitude and Driscoll Estate's deep connection with Kentucky culture in mind, we started thinking about the unique attributes and differentiators that could be juxtaposed to create something entirely new yet completely appropriate for a wedding venue.
The Mark
Ask anyone what comes to mind when they think of Kentucky, and they’ll likely say horses. The horse is deeply ingrained in the state’s traditions and culture. However, the Driscoll brand is both traditional and unexpected — and their event space is where your vision meets your dreams.
Enter the centaur, the perfect symbol for Driscoll Estate. It connects to Kentucky’s rich equestrian heritage while presenting it in an unexpected and captivating way. This mythical creature embodies strength, grace, and nobility, blending tradition with modernity in a manner that aligns with Driscoll’s commitment to creating unique and memorable experiences. Its distinctiveness ensures the Driscoll brand stands out, while its versatile visual appeal enhances branding opportunities, making it an ideal representation of the brand’s sophisticated and innovative approach to private experiences.
And because Driscoll Estate offers a diverse array of experiences, we went a step further and crafted a family of unique marks to highlight this commitment to distinctiveness.
The Color Palette
The colors used by a brand greatly impact its perception and reception. A consumer's response to color is a complex concept based on theory and science that can evoke strong emotions in viewers, creating a genuine connection. Driscoll Estate is a brand that defies expectations in the hospitality and event branding industry. It seamlessly combines traditional and modern elements, offering the familiar in innovative ways.
We recognized an opportunity to reflect this duality in the brand's color scheme. Driscoll's sophisticated color palette includes equestrian greens and mints, paying homage to the heritage of the horse racing industry. Warm tones and refined blacks also feature, conveying the elegance of the bourbon industry. In the midst of these, a burst of colors forms unexpected and inspiring connections, propelling the brand to new heights.
The Lock-ups
This is where the Driscoll story unfolds. The logo, while rooted in tradition, defies expectations. It serves as a visual testament to Driscoll Estate’s status as a premier private event space, where the impossible becomes possible. Whether you’re dreaming of an extravagant, upscale, storybook wedding or a unique Saturday night séance with the girls, Driscoll asks, “Oh, you want to go there?” and confidently replies, “Sweet. We’ll make it happen. Go there, here.”
The Secondary Marks
Modern brands are defined by every interaction with consumers. Driscoll Estate offers a unique experience that sets it apart in this region. To emphasize this, we have created a set of secondary, bespoke marks to complement and enhance the brand's visual identity. These secondary marks provide flexibility and help the brand stand out in different contexts.
The end.
In the end, we provided a foundational strategy and a brand that the client loved, was excited to launch, and would take them into the future. But don’t take our word for it, here’s what they had to say...
"Working with VIA was an amazing experience. Every member of the team exceeded our expectations, and the final product was better than we could have imagined. We had a strong sense of camaraderie with everyone; they truly understood our brand and helped us clarify our vision based on our interests and goals. I can’t imagine working with a more talented and tasteful group of creatives."
— Zach Driscoll, Driscoll Estate Principle
Let’s work together!
If you have a brand looking for new horizons, contact us today to schedule a consultation.
