Lake House

Lake House is a 44-room hotel located in the heart of Lake Placid, New York—a town famous for hosting the Olympics (twice), while maintaining their small town charm. Originally built in 1961 and subject to a haphazard remodel in the 80s, the hotel had been sitting untouched for years. We teamed up with the architectural firm Mapos, to revitalize and modernize the Adirondack experience for the Lake House guests.

Lake House is next to the picturesque Mirror Lake and surrounded by miles of hiking trails, accented by birch trees and stunning mountain views. Because of it’s size, location and genuine welcoming nature, Tag Collective renamed the hotel Lake House. This positioned the hotel as a guest house, sitting in opposition to the cookie-cutter standard, and attracting a new kind of visitor that desires a unique experience.

The identity system for Lake house was inspired by local trail maps—encouraging guest to get out of their room and enjoy the Adirondacks. We used topographic patterns, mountain coordinates and created iconography around the activities available during each season. The color palette is minimal, letting the natural textures and landscape take center stage. A rustic red is used throughout, adding a pop of color that ties back to the rich heritage of the Adirondacks.

To further this concept, each room was named after one of the region’s 46 High Peaks. We created a custom postcard and poster for every room, detailing the history of that room’s peak. All of the signage and wayfinding pieces were created in collaboration with Mapos, giving the branding a seamless link to the architecture.

Architect: Mapos
Photo Credits: Hotel interior / exterior photographs by Oleg March

  • Naming
  • Strategy
  • Branding
  • Print Collateral
  • Signage
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Tag Collective | Lake House Logo
Tag Collective | Lake House Stationery
Tag Collective | Lake House Lobby
Tag Collective | Lake House Lobby Detail
Tag Collective | Lake House Room Sign Tag Collective | Lake House Room Sign Detail
Tag Collective | Lake House Room
Tag Collective | Lake House Room Poster
Tag Collective | Lake House Stationery Detail
Tag Collective | Lake House Icons Tag Collective | Lake House Pens
Tag Collective | Lake House Postcards
Tag Collective | Lake House Coordinates
Tag Collective | Lake House Shampoo Tag Collective | Lake House Tote
Tag Collective | Lake House Tote Detail
Tag Collective | Lake House Room Key