When Brigette Breitenbach walks into the Dubbel Dutch Hotel, she isn’t thinking about what room she’ll be staying in. She’s thinking about all of the many decisions that went into the hotel’s branding, from its signage to its room keys, and whether they are working as planned.
The founder and president of Milwaukee-based B&Co. Branding, Breitenbach has slowly transformed her company into one of the most sought-after agencies in the hospitality industry. And while she often works for far-flung clients – in Greece, the Bahamas, Panama – she’s also helped many local businesses tell their stories.
If you’ve driven past the enormous mural that welcomes visitors to Black Sheep, or you’ve admired the tap handles at Third Space Brewing, you’ve seen her work. What inspires her? Often, it’s the buildings that her clients are based in.
“We’re lucky to live in a city with such beautiful architecture,” she says. “We like to let the architecture of the buildings we’re working with inspire us.” That means that for a client like Dubbel Dutch, which is located in an architecturally detailed, historic mansion, vintage-inspired typography and patterning are the order of the day.
“It’s all about authenticity,” Breitenbach says, adding that every piece of collateral designed for a company should in some way relate to and reinforce its identity. So the next time you step into Dubbel Dutch, take a moment to admire those room keys.