GCL Creative, LLC | George Lauinger | Brand Design & Strategy

The Franklin Branding

Brand identity system, letterhead suite for a boutique hotel in downtown Chapel Hill, NC.

The Franklin

identity design, branding


2016 Conrad Award Winner

#1 Brand in the Hilton Hotel network

In the bustling college town of Chapel Hill, older, established hotels rule the day by playing tradition and history to the hilt. So even with an ideal location, luxurious accommodations and terrific amenities, the nondescript “boutique” Franklin Hotel was in a continual battle to either fit in, or be ignored.

Rather than settle for being second fiddle, we set out to attract an eclectic, educated, artistic and well-traveled clientele, common to higher education environs, by channeling the worldly nature of the hotel’s namesake - Ben Franklin.

The Franklin Hotel became, simply, The Franklin. And the Hotel became an invitation to explore and connect. And a new attitude was born.


Winner of the HOW International Design Award 2017

Identity SUITE


Out of 2,500 Hilton Hotels, The Franklin is named their top brand experience.

Made at RPK