AssignmentAttract visitors to the mansions.
challengePeople think that if you’ve seen one mansion, you’ve seen them all.
approachMake each house distinct by bringing its unique backstory and personality to life.
More than a rebranding—a reimagining of their product portfolio to tell a deeper story and draw a wider audience.
10 properties. 10 characters.
The Newport Mansions are stunning—a collection of 10 Gilded Age homes once owned by the wealthiest families in the world. While each mansion is a unique marvel, many people were content to visit just one and leave.
We knew we had to make each house’s story as memorable as its architecture.
So we treated the houses like characters in an ensemble cast.
Marble House became the story of suffragist Alva Vanderbilt: the “Leading Lady.” The Breakers, “The House of Vanderbilt,” captured the rise and decline of their dynastic wealth. Kingscote is “Newport Gothic,” layered with beauty and tragedy. And so on…
Each identity was designed around a real historical tension and helped fill each of these grand, empty homes with drama and personality.