More Than a Castle

Glen Eyrie faced challenges while attempting to find a common thread through their diverse offerings. As a historic landmark comprising a literal castle, boutique hotels, and a conference and retreat center, they needed to position themselves as a hospitality-oriented destination while retaining a sense of history and legacy. But beyond being a destination, Glen Eyrie needed to own the particular kind of deep, spiritual experience that keeps people returning.




By closely investigating the reasons behind repeat visits, we uncovered the central idea of “drawing closer to what matters.” This theme was applicable to all of the offerings of Glen Eyrie, and framed it as a place of rejuvenation and inspiration — tucked away from the hustle of the world, a beautiful, almost other-worldly place.


The logo and visual identity of Glen Eyrie needed some updates to reflect the story now being told across the brand. The old brand leaned heavily on castle-related themes and contexts. We broadened the visuals to focus on the natural beauty of the property. We referenced the equity that existed in their previous typography, clarified their brand colors, and adding storytelling elements to ensure the brand would continue to be relevant and cohesive.


In addition to the strategic alignment work, and brand assets, we developed a simple, quick reference guide for the brand to to give to the Glen Eyrie team, who would be using the brand every day. The guide gave direction for use of imagery, type, and color, and evoking the intertwining history and adventure that is intrinsic to Glen Eyrie, and ensured that all resources and brand communications could be consistent going forward.


“SIGNAL didn’t just give us the tools we needed, they equipped us with the most effective ways to use them.”
-Jack McQueeney, Director of The Glen Eyrie Group