ROAM
Boutique Hotel
Roam is a conceptualized boutique where clients can reconnect with their capability for success in the serenity of rural Wyoming. The project’s scope was to create an identity, a series of in-room items, a menu system, and a promotional 16-page brochure.
The Concept
The concept “aim for blue” was ideated using the random word technique. After generating word lists for “aim” and “win,” key phrases like “victory compass,” “ribbon & arrow,” and “blue point”, were derived. These expressions are featured as restaurant names, visual motifs, and more. The applications are limited to blue, simultaneously synonymous with victory and tranquility, underscoring the concept. Accents of gold are included as the color bears the same symbolism.
Moments of inspiration come when we are not seeking them out. That is why at Roam, Guests are encouraged to lose and find themselves in the blue. Be aimless yet intentional. Roam, as a noun, is defined as an aimless walk. Guests can relocate their aims through activities offered at Roam, like horse riding, cooking classes, meditation, skiing in the winter season, and countless more. These activities are also curated to remind people of the importance of preserving nature.
The Community
Being a good global community member is a significant factor of Roam’s identity. The Golden Compas set menu and signature drinks highlight ingredients local to Wyoming to be more sustainable. This included unique items such as gooseberries and chokecherries. On the second spread of the brochure, Roam is also noted to have been awarded for their efforts in land conservation and The Impact Initiative, an equine rescue foundation. Environmental awareness translated into sourcing second-hand leather and ribbon during the production stage.
branding and branded
A custom pattern made from watercolor pattern is featured on the journal’s end pages and as the wallpaper in one spreads about the rooms. Laser cutting is utilized on the leather memo pad and keycard holder to mimic cattle branding and pay homage to Roam’s beginnings as a working cattle farm. The primary blue mountain motif was printed onto silk and finished with a hand-rolled hem. This item is a parting gift that comes in a box with a tag that reads, “we are blue to see you go.”
