The Juniper Hotel sits just outside Banff, at the base of Mount Norquay, with exceptional views of Mount Rundle and Vermilion Lake. In a crowded hotel market, its location gives it a clear point of difference: a quieter, more relaxed alternative to the standard Banff experience. The brief was to reimagine the brand and give it more depth, creating a platform for richer storytelling across communications.

The identity works on a number of conceptual layers; from the juniper tree itself, with a palette inspired by its colours and a logo that places a branch in negative space inside a berry. Woodgrain textures, taken from tree rings, evolve into topographic patterns that reflect the hotel’s mountain setting.