Developing a Brand

In 2004 we bought the Alan’s Roost Motel in Waters Michigan. After discovering that many locals didn’t know it was a motel and thought the pace was a private club of some sort, we decided a new name was in order. After talking about it as a family and considering many names, Amy said “we have to give this place back to the town”, it needs to have Waters in the name”. The Waters Inn just sounded more up scale than The Waters Motel, so that was it!

From my time at Cadillac Motor Car, I knew that a Brand was “One Look One Feel”, and I took a liking to a Font that was used by a neighborhood just down the road called Fawn Lake. I searched for a similar font and we ended up using, INFR011N.

In 2016 when we bought a tiny house near Great Lakes Crossing and decided to give AirBnB a go, we named the house The Bungalow at the Crossing.