The Cottonwood is a modern hotel with a deep-rooted history, located in the heart of Omaha, Nebraska's Blackstone District.
Founded in 1916 as the Blackstone Hotel, the property quickly symbolized elegance for Omahans and beyond. The Blackstone was the center of many of Omaha’s finest social functions with its ballroom, rooftop gardens, and award-winning restaurants.
Growth would follow as it earned its reputation as the best hotel between Chicago and the Pacific—it would become a landmark for famous celebrities and politicians who passed through the region until the years before its closing in the 1980s.
Our challenge was to revive the hotel for the present-day traveler, return it to its original grandeur and position it at the helm of the city's social scene once again, all while retaining the building's original language and elegance. In addition, we developed the brand identity for the outdoor pool bar, Cottonwood Pool Club, and the restaurant concept within the hotel, The Committee Chophouse.
Inspired by the hotel's grand history and a vast collection of diverse ephemera from its past, we crafted an identity that celebrates the boldness, sophistication, and playfulness of the original Blackstone while giving it its own contemporary identity as The Cottonwood Hotel.
The primary brand mark is a flexible monogram based on the cottonwood leaf. The mark feels elegant and modern but also grand and a little opulent—speaking to the balance between history and playful modernity intrinsic to the project.
We developed an adjacent identity for the Cottonwood Pool Club, the hotel's outdoor pool and eatery. So much more than just a hotel amenity, the Pool Club serves as a fluid event space that offers a diverse series of activities and experiences unique to Omaha.
Inspired by classic cabana stripes, we developed a brand that utilizes geometric color blocks informed by the shapes of water, towels, and umbrellas—striking a balance between familiarity and abstraction.
- Brand Strategy
- Brand Identity
- Signage & Wayfinding
- Brand Guidelines
The Cottonwood Team | Davidson Hospitality Group, Pivot Hotels, Kimpton Hotels, Greenslate Development
Architecture & Interiors | DLR Group
Photography | Dana Damewood
OMFGCO Team | Fritz Mesenbrink, Jordan Metcalf, Lauren Masterson, Megan Snelten, Ed Martin, Orion Janeczek, Andrew Ward, Ellen Wilde, Elizabeth Brown