The Wanderer Brand Guide

saddle up.

table of contents 01 about tucson, az

04 brand identity

Tucson, AZ ................................................ 03 Saguaro National Park ......................... 04 Airports Near Tucson ........................... 05 Tucson Weather Averages................... 06 FAQs............................................................ 07 Stay, Elope, Shoot .................................. 08

Our Logos ................................................. 27 Primary Logo ...................................... 28 Secondary Logo ................................. 29 Tertiary Logo ...................................... 30 Color Variations ................................. 31 Minimum Sizes ................................... 32 Clearspace ........................................... 33 Usage ..................................................... 34 Incorrect Usage .................................. 35 Our Color Palette.................................... 37 Hierarchy .............................................. 38 Our Typography...................................... 39 Primary Typeface .............................. 40 Secondary Typeface ......................... 41 Paragraph Styles ............................... 42 Our Mascot ............................................... 43 Our Illustrations ..................................... 45 Our Ilustration Style ........................ 46 Our Patterns ............................................ 47 Our Photography.................................... 53 Our Social Media .................................... 55

02 brand strategy Our Story .................................................. 11 Our Vision ................................................. 13 Our Mission .............................................. 14 Our Values ................................................ 15 Our Demographic ................................... 16

03 brand personality Our Traits .................................................. 19 Our Tone .................................................... 20 Our Slogans.............................................. 21 Our Power Words .................................. 22 Our Mood Board..................................... 23

Tucson, Az Located in the southeastern region of the Sonoran Desert of Arizona, Tucson is known for its Saguaro cacti and is a UNESCO designated city of gastronomy. The food here dates back 4,000 years. Our city’s culinary heritage is a tapestry of Mexican and Native American traditions. With over 1,200 restaurants to choose from in Tucson, our city is a culinary destination.

The city itself is a dark sky city, surrounded by the east and west sides of Saguaro National Park, making both city and nature easily accessible. Upon entering the city of Tucson, you are greeted by creative energy and many independently owned businesses. Some of our favorite places to check out in the city are the Arizona Sonora Desert Musuem, MSA Annex, The Coronet, Tito & Pep, Bata, San Xavier Mission, Penca, Falora, Midtown Mercantile, and the Loft Cinema.

Less than an hour away from The Wanderer is the base of Mount Lemmon (where Mt Lemmon Scenic Byway begins). As much as we love the desert, it’s nice to have a change of scenery sometimes. Driving or biking up Mount Lemmon, you will traverse through six different ecosystems, starting in saguaro dominated desert and ending up in evergreen forests.

Less than two hours away is Tombstone, Arizona, the most authentic western town left in the United States. Known for its Wild West history, Tombstone allows you to step back in time and offers a glimpse into the atmosphere of the town we refer to as the “town too tough to die.”

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saguaro national park Saguaro National Park is an American national park in southeastern Arizona.

The park is uniquely situated around the 500 square miles that make up Tucson, which is located at the heart of the Sonoran desert.

At the park, you can giant saguaros in their native environment, enjoy the wildlife, and experience breathtaking hikes and scenic drives.

The giant saguaro is the nation’s largest cacti and is a universal symbol of the west. These majestic plants are found only in a small portion of the United States and are protected by Saguaro National Park.

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airports near tucson There are a few different airports you might consider flying into when visiting Tucson, AZ and they all will require renting a car.

If you’re flying from the west coast, there are many non-stop flights to Tucson from San Francisco, Seattle, Los Angeles, Portland, San Jose, and more. If flying from the east coast, we’d recommend flying into Phoenix for non-stop flights from New York, Washington DC, Boston, and more.

After Landing: TUS Tucson, AZ – 40 min drive to The Wanderer PHX Phoenix, AZ – 1 hr 39 min drive to The Wanderer AZA Mesa, AZ – 1 hr 49 min drive to The Wanderer

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Tucson Weather Averages January

68º / 38º F

3 days of rain

February

71º / 40º F

3 days of rain

March

77º / 45º F

2 days of rain

April

84º / 50º F

1 day of rain

May

93º / 59º F

0 days of rain

June

102º / 67º F

0 days of rain

July

101º / 74º F

5 days of rain

August

100º / 73º F

7 days of rain

September

97º / 68º F

3 days of rain

October

87º / 56º F

2 days of rain

November

75º / 44º F

2 days of rain

December

67º / 37º F

3 days of rain

It is sunny in Tucson more than 96% of the time, with 350+ days of sunshine a year, making it one of the sunniest cities in the United States.

In Tucson, the summers are steamy and humid, the winters are cool and dry, and it is mostly clear year round. The hot season lasts about four months and the cool season lasts about two months.

Though it gets pretty hot in the summer, it’s a dry heat, allowing you to cool down easily. With rain in the late summer and early winter, the desert here is much greener and different than you might think.

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FAQS How close is The Wanderer to Saguaro National Park?

The property borders Saguaro National Park West. Many trailheads in the national park are just a few minutes drive from The Wanderer.

Can you rent the whole property or just individual rooms?

With advanced notice, the property can be booked as a whole. Please inquire for more details.

What are the dining options?

We recommend bringing groceries on-site for your stay. Each room comes equipped with a refrigerator on its own, and some rooms have their own full kitchens. We also have a full chef’s kitchen on site for all guests to use and a charcoal grill on the property to cook outside (please bring charcoal with you if you plan to use it). We’re also happy to recommend local restaurants if you’d rather go out to eat.

Is The Wanderer pet friendly?

As much as we love pets, The Wanderer is not pet friendly in an effort to conserve the quiet experience of a stay here. However, properly documented service animals are welcome.

What is there to do in the area?

We imagine most guests will want to stay on-site at the inn to experience the pool, hot spring, on site-trails, wildlife, cactus garden, rooftop patios, and starry night sky. Though, if you’re up for more adventures, we’d recommend heading to Saguaro National Park, the Desert Museum, and taking a gorgeous drive through Gates Pass on the way to the city of Tucson itself. The city is filled with charming indie shops and amazing food. Venture into Downtown Tucson and enjoy the Tucson Botanical Gardens or visit the animals at the Reid Park Zoo. After exploring, relax and unwind with a glass of wine around our outdoor fire pit.

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stay, elope, shoot Stay.

The Wanderer is situated on 38 acres of land with a forest of Saguaro cacti, a canyon pool, hot springs style hot tub, cactus garden, walking trails, and an abundance of wildlife. This is a space to reflect, reset, and create and is available for individual nightly stays as well as full buyouts for friend & family gatherings, retreats, and micro-weddings. Enjoy breathtaking sunsets and mountain views and the quiet, desert air, and the starry night skies. Hear the sounds of nature as birds chirp, coyotes howl, and greathorned owls hoot nearby. Here at The Wanderer, we believe that true peace is a connection to nature in an environment where every detail is carefully considered. A stay at The Wanderer means the perfect desert getaway for the wanderers who feel the need to kick off their boots and hang around for a while.

Elope.

The Wanderer is the perfect spot for an intimate desert wedding with a full buyout of the space or a two-person elopement with the rental of a single room. We believe in creating an authentic wedding experience tailored to your personality, love story, and vision for your wedding day. Weddings and elopements at The Wanderer are dreamy, intimate, and memorable. We would love to host you for your special day!

Shoot.

The Wanderer has everything from a lush desert landscape to a canyon pool, cactus gardens, and southwestern desert decor perfect for a photoshoot backdrop. Please inquire for more information on personal, styled, or brand photoshoots.

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our story What was originally our plan to build a personal creative retreat quickly transformed into an entirely new vision to cater to those in search of a slower, more deliberate lifestyle (if only for a few days). After beginning the project, we found that many others were in search of the same solace we were. It took on a life of its own and expanded beyond something intended for just us – it became something for other people, something meant to be shared.

An experience. A space to reflect, reset and create. The Wanderer has become our escape, as it has for many others, set in nature, swept in sand, & rooted in story.

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“The Wanderer has become our escape, as it has for many others, set in nature, swept in sand, & rooted in story.”

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our vision To be a leading destination in the American Southwest where our guests can experience the nature, culture, and warmth of our region and can create memories that last a lifetime.

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our mission to be a place of refuge, relaxation, and restoration for the wanderers of the world.

The Wanderer provides a place for rest and connection for the weary traveler, allowing them to reconnect with one another, nature, and themselves. It is also a place to celebrate the simplicity of life and allows one to slow down, relax, and reset. Our goal is to provide a beautiful space for people to stay while being immersed in nature and nearby Saguaro National Park. The design of the casita pays homage to the history of the area by blending relaxing accommodations with a trailblazing Southwestern spirit.

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our values authenticity.

Here at The Wanderer, we foster a spirit of authenticity. We want to provide a space where our guests feel free to be their most authentic selves, and we seek to create an authentic Southwestern experience for them during their stay.

adventure.

Here at The Wanderer, we embrace adventure and recognize that it expands our minds, is an opportunity to learn and grow, and allows us to dream bigger and wander further.

balance.

Here at The Wanderer, we work to create an environment that allows our guests to recalibrate and find balance in their lives. We seek to provide an oasis for our guests to adventure but also slow down and relax.

energy.

Here at The Wanderer, we seek positive energy in every dimension. We recognize that our spiritual, mental, emotional, and physical energy in life are essential aspects woven into the tapestry of our lives.

service.

Here at The Wanderer, we are devoted to accommodating, providing great service, and creating the most positive experience possible for our guests.

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our demographic for the wild, wanderers, and lovers.

We aspire to be a place of rest in the desert for weary travelers to relax, reconnect, and recenter.

Whether gathering around the fire or unwinding in the pool, we want to be a space for them to slow down and unwind in a natural, peaceful environment.

We also rent the entire cottage out for elopements and micro weddings for couples seeking an intimate ceremony in an environment that is as wild as their love story.

Additionally, we cater to working nomads and travel bloggers looking for a unique, quiet place to get some work done.

Most of our guests are located in the Southwestern United States, but we also get quite a few travelers either passing through or coming to get away and experience The Wanderer for themselves.

55-64 | 7% 45-54 | 14%

65+ | 5%

60%

of our guests are millenials or gen zers

54%

of our guests are are female

18-24 | 15%

35-44 | 23%

25-34 | 36%

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our traits we are bold. we are eclectic. we are adventurous. we are the wanderers.

The Wanderer is an embodiment of a true Southwestern style and way of life.

She moves through her life with an intention and boldness that draws you nearer to her magnetic energy. She is confident yet has a simplicity about her. Her lifestyle pays homage to the Mexican, Native American, and Southwestern cultures and influences that shaped her. She is a drifter—never staying in one place for too long. She embraces life fearlessly and lives in awe of the world around her.

She represents all of us. Whether you’re looking for connection, rest, adventure, or anything else, we’re all just wanderers—out there searching for ourselves.

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our tone Our brand voice is vibrant and warm and references the eclectic nature of The Wanderer’s personality. We use fun slogans and a personal tone to engage with our audience and sell an experience. The language we use is fun and playful while still being direct and informative. We are heavily influenced by the surrounding peoples and cultures of our region and pay homage to them through the way we communicate with our audiences and present our brand.

We are confident and expressive, emphasizing the boldness that The Wanderer embodies. More than anything, we focus on the connections we make with our guests as well as the connections that they discover and build here within themselves, others, and nature. We want everyone who comes to The Wanderer to feel like they are coming home to rest and reflect after another wild adventure.

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our slogans Our slogans have a fun, playful quality while also focusing on our overall southwestern vibe and the concept of the wanderer. You can use any of the slogans provided here, or you can add your own, as long as they match the tone of our existing slogans. Just make sure they’re relevant and on theme.

Our slogans should not be paired with our logo but instead should be used as artwork and copy for other collateral pieces.

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buck off.

for the lovers, wanderers, & wild hearts.

born to roam.

kick off your boots and stay a while.

cowboy killer.

the soul of the sonoran desert.

desert drifter.

always searchin—never sleepin.

paradise found.

chase dreams not cowboys.

hang your hat up.

god loves cowgirls.

our power words Power words are important in our brand because they help to bring about action by evoking emotion. These words cause a person to feel something, usually resulting in them acting on that feeling. Again, you can add to this list—just make sure it fits within our brand.

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our mood board Our mood board is primarily warm and neutral but uses pops of red to create interest and a bold feel for the brand. Many of the photos found here are photos we feel like The Wanderer would take while out on an adventure or throughout her day-to-day life.

We chose imagery that shows the fun, peaceful, adventurous, and naturalistic elements of our brand.

Our mood board serves as a reference for the aesthetic of The Wanderer and is a good spot to come back to while designing to make sure it matches our existing vibe and the mood board that was used to achieve it.

We want to showcase how we are immersed in the nature of our desert and highlight how we take inspiration from it. We also want to pay homage to how we have been heavily influenced by the heritage and history of our area and the Southwestern, Mexican, and Native American cultures of our region.

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our logos Our primary logo combines two of our main brand elements, our wordmark and our brandmark—which is also our mascot. But you’ll meet her a little later. Both elements must appear together when using the logo to identify our brand. An example of when you might use the primary logo would be for large print collateral.

Our secondary logo is our wordmark and is important to helping establish name recognition. It can also be useful in instances when the primary logo doesn’t fit the desired shape.

An example of a time you might use this logo instead of the primary logo might be on a business card or in your website design.

Our tertiary logo is a simplified version of our mascot and ties back to our primary logo.

This logo can be used when neither the primary or secondary logos are appropriate or simply won’t fit. A great example of use for this type of mark would be for a social media profile photo.

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primary logo Mascot The Wanderer is our brand mascot and is an embodiment of our values and ideals. This is a simplified version of her that makes the mark more scalable.

The Wanderer The Wanderer is the name of our hotel and is how we refer to our mascot. This wordmark uses our primary typeface, which allows for uniformity throughout our brand.

THE wanderer casita and oasis

Casita and Oasis This tagline serves as a descriptor in our wordmark. It also uses our primary typeface, which allows for uniformity throughout our brand.

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secondary logo Our Typeface

The Wanderer

Our primary typeface, Wilden, is an all caps typeface with a handwritten quality that adds character to our brand.

wanderer: someone who travels from place to place, often without any clear aim or purpose synonyms: rambler, wayfarer, nomad, gypsy, drifter

Casita and Oasis casita: (especially in the US Southwest) a small house or other building

synonyms: bungalow, hacienda, cottage, shelter

oasis: a fertile spot in a desert, where water is found; a pleasant or peaceful area or period in the midst of a difficult, troubled, or hectic, place or situation synonyms: refuge, retreat, sanctuary, hideaway

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tertiary logo Her Hat Hats have always been used for utilitarian purposes, including protection from nature and weather. The Wanderer’s hat is also a statement piece that signifies her confidence and charisma.

Her Lips Lips are one of the most sensitive parts of the body—we kiss with them, laugh with them, and live through them every day. The Wanderer has simplified features, but her lips are bold and serve as a reminder of her expression, voice, and spirit.

Her Braids In Native American tradition, hair is an indicator of one’s spiritual practice. Combing represents the alignment of thought; braiding represents the oneness of thought, and tieing is the securing of thought. Braids demonstrate the idea of strength in unity.

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Color variations

THE wanderer

THE wanderer

THE wanderer

spice.

saguaro.

whiskey.

casita and oasis

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casita and oasis

casita and oasis

minimum sizes

1.25” 1.25”

.75”

These are the minimum sizes of our logo Avoid reducing them any further, or the logos will be illegible.

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clearspace Clearspace ensures our audiences see our logo quickly and is important to increasing brand recognition. It is essential for our logo to remain separate from other graphic elements. This space ensures its visibility and impact and makes sure that our logo has enough breathing room to stand out from the herd. Avoid positioning any elements within the defined exclusion zone.

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usage When choosing between logos, consider how much space you have and choose the one that fits best in that space. Refer to our “Our Logos” page for some examples of when you might use each logo.

The brown color, Leather, should always be color or brown (our black.) it can be reversed to black if absolutely necessary for print. The cream color, Sugar, should always be cream (our white) but can be reversed to white if using a black-and-white version of the logo. The locations of the colors should never be changed or altered in any way, and our logo should only be in two colors at any given time.

When using our logo, consider where it will be used and think about spacing and the background it will be used on. It should not appear on top of busy images, and if used on an image must be in a zone of homogeneity. Make sure our logo is still distinguishable and that it stands out from the herd.

Below are some examples of proper usage.

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incorrect usage We may be The Wanderers, but try not to stray from the path when it comes to our logos. Following these usage rules is essential in preserving the integrity of our logo system and brandAvoid doing any of the following things to our logo (Note that there are more, but what we’re basically getting at is just to let it be): Do not change the orientation of our logo.

Do not put our logo on an angle.

Do not stretch our logo.

Do not squeeze our logo.

Do not change the color of our typeface.

Do not change the color of our logo.

Do not change the typeface of our logo.

Do not add a drop shadow to our logo.

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go sit on a cactus.

go sit on a cactus.

go sit on a cactus.

go sit on a cactus.

go sit on a cactus.

go sit on a cactus.

the wanderer casita and oasis

THE wanderer

go sit on a cactus.

go sit on a cactus.

casita and oasis

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our color palette Our color palette has been carefully curated to ensure that it best captures our brand’s aesthetic and personality. We have chosen mostly warm colors to represent the region, and also to represent the comfort we seek to provide at the casita. We chose colors found in nature to serve as a reminder of our environment and the naturalistic elements we wish to convey. These colors are also very present within Southwestern, Mexican, and Native American cultures.

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whiskey

saguaro

sugar

spice

leather

CMYK: C22 M64 Y95 K8 RGB: R186 G107 B47 Pantone: PMS 153 C HEX: #BA6B2F

CMYK: C40 M36 Y75 K21 RGB: R135 G126 B78 Pantone: PMS 5825 C HEX: #877E4E

CMYK: C9 M10 Y14 K1 RGB: R226 G218 B209 Pantone: PMS 7527 C HEX: #E2DAD1

CMYK: C18 M91 Y85 K7 RGB: R191 G58 B54 Pantone: PMS 180 C HEX: #BF3A36

CMYK: C50 M73 Y78 K70 RGB: R60 G33 B22 Pantone: PMS 497 C HEX: #3C2116

hierarchy light neutral | sugar This color is used for background and supporting elements. This color is used to add depth to the brand palette and acts as our “white” when necessary.

bold primary | spice This primary color is used for grabbing attention, highlighting important information, and for calls to action. This color is memorable and represents the boldness The Wanderer embodies.

accent color | whiskey This neutral shade pairs well with both our primary and secondary colors and helps to ground them. It is used as an accent color.

dark neutral | leather This dark neutral color is used mostly for paragraph text and dark backgrounds. This color acts as our “black” when necessary.

complimentary secondary | saguaro This color contrasts and compliments our bold, primary color while also serving as a reminder of the natural elements of our brand.

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our typography Typography is essential when it comes to representing our brand’s values and tone of voice.

The qualities of the typefaces chosen set the tone for our brand and work to describe its mood and aesthetic.

Typography is so important because it is such a massive part of what our potential guests will see when looking into a stay at The Wanderer. Our typography works to capture our audience’s attention and gives guests an idea of what the vibe is like here at The Wanderer.

Consistency in typography is essential to building brand recognition and developing our brand identity.

“Consistency in typography is essential to building brand recognition and developing our brand identity.”

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Primary Typeface

wilden regular Wilden is an all-caps typeface with a rougher texture that perfectly describes the mood of our desert oasis. It has a boldness of character, which The Wanderer seeks to embody. Its hand drawn qualities give off a classic vintage feel.

a

Abcdefghijklmnopqrstuvwxyz 0123456789

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Secondary Typeface

New Spirit New Spirit is a fun, rounded serif typeface. The softness of this typeface contrasts nicely with the boldness of our primary typeface. It feels casual, simple, and clean—exactly the type of feel we want The Wanderer to have.

Aa

ABCDEFGHIJKLMNNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 New Spirit SemiBold Condensed

New Spirit Regular

New Spirit Medium

New Spirit Light

New Spirit Medium Condensed

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paragraph styles Paragraph styles are sets of attributes that determine how your text looks. Some examples of paragraph styles include font size and color. Paragraph styles are important because they can save you time, keep your content more consistent, and help to simplify your work and streamline your process. Here is a breakdown of our structure for laying out content.

Heading 1

Wilden, Regular, 40pt, Leather

Pull Quote New Spirit, Light, 30pt, Spice

Heading 3 New Spirit, SemiBold Condensed, 10pt, Leather Body New Spirit, Regular, 9pt, Leather Small Text

New Spirit, Light, 7pt, Leather

subheading

Wilden, Regular, 20pt, Leather

Heading 2 New Spirit, SemiBold Condensed, 12pt, Spice

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our mascot We’d like to introduce you to our favorite desert drifter—The Wanderer. The Wanderer is our brand mascot and represents our brand aesthetic, values, and ideals. She is confident, bold, and adventurous and symbolizes Southwestern style and our way of life. She is a mosaic of the cultures and influences that have shaped her. She recognizes the beauty in the world and throughout her life and understands the need for balance—finding time for rest and time for adventure.

The Wanderer is used throughout our entire brand as a visual expression of our brand’s personality.

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our illustrations

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our illustration style In addition to our mascot and the elements that she is made up of, we have quite a few illustrations that we use throughout our brand, as well as a clearly defined illustration style.

Our illustration style is fun and very southwestern focused, capturing the simplicity of our brand and allowing us to show off many of the elements and symbols associated with our region. Most of our illustrations are based around nature or other symbols associated with the Southwest.

These illustrations can be used on their own in some circumstances, but their primary purpose is to create interesting, authentic-feeling patterns inspired by those so recognizable to the Southwest and Native American culture. These patterns help to increase our brand recognition.

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our patterns Our brand patterns have a traditional Southwestern feel while still being fun and incorporating several of our brand elements, including our illustrations, colors, and mascot. The stars below each pattern indicate the colors that each can appear in. Only the background color changes on the first four patterns and the color of the pattern itself changes on the fifth. These patterns are used throughout our brand collateral and add interest and a fun, playful element to our brand.

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our photography Our photography is high in contrast, low in saturation, and neutral. We want our photos to pop while still being generally warm in tone. Our photos should feel like they came straight from The Wanderer’s polaroid camera. Our photography is casual and inviting and focuses on conveying the feelings associated with a stay here.

We also want to highlight both our property and our guests, provided they’ve given us permission to use their photos as well. We want to convey the peaceful, calm moments spent at the cottage and those out on an adventure or spending time with loved ones.Our goal is to give our guests a glimpse into what desert life is like, and our photography should invite them in to come experience it.

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our social media Our social media plays a significant role in most of our bookings. We take great care in curating a beautiful feed that meets aesthetic values as well as the needs of our audiences. We share a lot of our photos on social media and we reshare many of our guest’s posts. Our captions also provide meaningful information to our potential guests, such as information about The Wanderer, interesting facts or history about Tucson, or helpful travel guides for things to do and places to visit in the area.

Our social media accounts should be an extension of our brand in all categories, especially our tone.

We want to create consistency between our brand and our brand voice and values, and we want that to be evident to our guests in everything we post.

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good l