The Upright

Lay Down a Song Where You Lay Down Your Head.

The Challenge:

This boutique Nashville hotel, set to open Winter 2021, is 15-minute drive from Broadway, the center of Nashville’s Honky Tonk tourism experience. So how do you attract a young, crowd to a new area and even potentially revitalize this neighborhood of Berry Hill? And how could you do it in a way that tastefully honored Nashville’s country culture, without becoming another theme-park-pit-stop?

The Change:

We discovered Berry Hill has its own rich music history, with a secret hub of studios for the Nashville music scene. So to pay homage, we proposed the hotel’s creative concept: a 1950’s recording studio. (Taking cues from a golden time when rosy-eyed musicians packed a bag and headed to Nashville.) In addition to naming and the visual identity, we worked with the architect & interior designer to weave that recording studio vibe into every facet of the space. Of course, the property wouldn’t be complete without its own recording studio, available for all travelers—a radical concept in the high-dollar, country music industry.

Our Role:
Name
Logo
Brand Positioning
Creative Concept
Visual Identity
Launch Website
Interior Design Briefs
Launch Marketing 
The Upright Render
The Upright Render

“Third Date not only conceived the name and vision for this brand, but they also helped us take that vision into every detail of the building, itself.”

- Patrick Poole, Founder
The Upright Hangers
The Upright T-Shirt
The Upright Door Tag
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