Untold Collection is a new family of hotels designed around the ethos of unhurried discovery. The collection’s first property, Berkshires Untold, sets the tone: a brand that is timeless, personal, and deeply rooted in the beauty of its surroundings.
SERVICES
Strategy
Naming
Branding
Print Collateral
Copywriting
Content Strategy
Art Consulting
Guest Experience
Wayfinding & Signage
photography
Provided by Client
INDUSTRY
Hospitality
Hospitality
CREW
Erin Cooper
David Harmon
Hallie Waugh
Cooper House developed a brand system anchored by a hand-drawn calligraphic wordmark and monogram, inspired by contemporary Fraktur Calligraphy. This German-style blackletter script is characterized by angular strokes and intricate, broken letterforms. Its usage in the Untold brand signals provenance and artistry in a fresh way.
A refined palette of natural neutrals, accented by Robin’s Egg blue, celebrates the Berkshires landscape. Each property in the collection receives a signature color to represents its surroundings.
To emphasize a deep sense of place and artistic influence, we incorporated a series of Impressionist paintings from the National Gallery. These works frame each property as part of a cultural and environmental continuum, underscoring the brand’s promise:
Travel slow. Let curiosity lead.
The identity comes to life across collateral and guest touchpoints—from menus and door hangers to stationery, signage, and digital platforms. Every moment of the guest journey feels artful, intentional, and authentic to place.
The guest experience comes to life through five core elements of a stay: A Warm Welcome, Balanced Wellness, Nature & Exploration, Nourishment & Connection, and Wisdom of Place. Each element is represented by a calligraphic hand-drawn icon, offering a tactile, human quality.
The task for this project was to create a collection brand that can house individual properties with unique but consistent identities. Through signature colors and distinct guest experience offerings, every Untold property is distinct yet unified by a philosophy of discovery.
