Twelve years ago, a physician and a lawyer decided to buy a rather dilapidated (albeit architecturally and culturally significant) historic movie theater. The American Theater was located in what was then, a rather dicey part of downtown Charleston. Fast forward 12 years: the physician and lawyer (who are married by the way) have amassed three more historic properties (The William Aiken House, Fish Restaurant & Lowndes Grove) in which brides, small businesses, Fortune 500 companies and assorted folks gather to meet, greet, ruminate and celebrate. Not only are the four properties architecturally and historically significant, it’s safe to say that the Patricks (Dr. and Mr., the physician and the lawyer) led the resurgence/gentrification of Upper King Street.
A while back I had the opportunity to rebrand Patrick Properties, a Charleston-based hospitality and preservation company. When I began, four wildly distinct properties had four different logos and four different websites. It was like four kids all fighting for Mom’s attention. Way exhausting.
Working with pals at Gil Shuler Graphic Design and Blue Ion, we set out to streamline the identity of Charleston’s finest hospitality company by going back to basics: what do all of these places have in common? What is this business, this company and these people all about?
Gil’s team put together a super clean and simplified identity system that incorporated iconic photos of each of the properties. Blue Ion used Gil’s identity as the jumping off point for the website and built an elegant and clean site from stunning imagery, simple, powerful copy and beautiful design.
Here’s the copy I wrote to introduce the website:
We believe moments matter.
We believe in the power of stories. We believe you should mix business with pleasure. We believe in great food and gracious service. We believe beauty, history and technology work and play well together. We believe in setting the standard. We believe you should get to know us better.
We are Patrick Properties, Charleston’s finest hospitality company. We are professionals and preservationists passionately dedicated to creating authentic moments with personalized service and innovative cuisine in venues that can never be duplicated.