• Cherokee

  • The North Carolina Arboretum

  • Nantahala Outdoor Center

  • The Asbury

  • The Railyard BLK MTN

  • Chimney Rock State Park

  • Seeds to Success

  • Ocracoke Island

  • North American Roofing

  • Annie B’s Homemade Ice Cream

  • Blue Ridge Public Radio

  • University of North Carolina Asheville

  • Green Man Brewery

  • The Dunhill Hotel

  • Luella’s Barbeque

  • Homeward Bound

  • Harrah’s Cherokee Casino Resort

  • Carolina Day School

  • Cherokee Indian Hospital Authority

  • Tweetsie Railroad

  • Blue Ridge Music Trails

  • Print
  • Collateral
  • Package Design
  • CLIENT: The Dunhill Hotel

    Located in the historic 4th Ward of Charlotte, North Carolina, The Dunhill Hotel provides guests and clients with clean, well-appointed rooms in a historic, independent hotel.


    The Dunhill Hotel has 60 rooms set in historic charm and imbued with an “Old World” approach to customers’ care and stay. Its restaurant, The Asbury, offers a unique Southern + Modern take on farm-to-table dining.


    Element began by creating a graphic identity system, one meant to leverage some hard-earned research nuggets regarding both the business and leisure traveler. From our research, we learned when and how to tell the story of The Dunhill’s award-winning service, and when to share its history, its architecture, and its charms. By letting scientific investigation lead our creative instincts, we wound up with far more effective work, strategically placed where budget would allow, and producing a heavy emphasis on point-of-purchase advertising, digital banners, and social media.


    From 2013, the time we engaged with The Dunhill + The Asbury, to 2018, Element is happy to report web-based gains in users (up 47%), new users (up 45%), and sessions (up 34%). Conversions, that most valuable of marketing metrics, are up 40%, with online transactions up 19% and online revenue up 22%.