The C.Baldwin Hotel
In the heart of Houston, a dusty DoubleTree longed for new life. Houston had changed, and it was time to change with it. So we went back – all the way back to the beginning of Houston itself, and what we found was surprising. As it turns out, Charlotte Baldwin Allen was the driving force and financier of the fledgling city – not her husband and brother, who have historically been credited.
The X icon nods to an unsigned signature from historic documents (married women weren’t allowed to own land or sign their name – surprised?) and also alludes to the marking something of significance on a map.
The collateral experience was created to celebrate Charlotte’s essence in a fresh way without visitors needing the entire backstory (no matter how cool it is). The C.Baldwin was made to be an approachable gathering space for locals and visitors alike – to embrace the present moment, to fearlessly follow dreams, and to make your mark.
The Details
Art and creative direction, design and production done for Thayer Lodging Group while at Sockeye. Creative oversight by Peter Metz. Design Production by Vern Gutierrez. Badassery and copywriting by the lovely Emily Jensen.
Photoshoot Details
Photographer: Polara Studios
Stylist: Anne Parker
Producer and reluctant model: Hari Khalsa