Brand Identity | Narrative

Create a brand identity for a boutique hotel.

Hartfelt Manor is a haunted manor sitting on thirty-three miles of land in Sunset, South Carolina. The manor was in the Hartfelt family since its construction in 1780. The last Hartfelt to live in the manor was Alexander Cecil Hartfelt, a charming young man known for his extravagant parties at the manor and for becoming well-known among the elites of Greenville, South Carolina, practically overnight from his radio broadcast. While Alexander may have been prominent, he had a dark side to himself. A total of twenty-six women had gone missing during his time at the manor; each of them had visited the manor at least once in the weeks leading up to their disappearances. Of those twenty-six women, only two bodies were found on the property: Catherine James Arnold, who was reported dead by Alexander when he called police after her murder, and a thirty-two-year-old Jane Doe, who was discovered after Alexander was mistaken as a deer and shot between the eyes as dogs were mauling him. Today, many ghostly apparitions of women who died on the property and Alexander himself can be seen wandering the grounds.

The inspiration for Hartfelt Manor came from my hyper-fixation and love for the Amazon Prime series Hazbin Hotel, which Vivienne Medrano initially created in 2019 as a pilot episode on her Youtube channel. Amazon Prime, A24, and Bento Box recently picked up the show at the beginning of 2024. A character that I fell in love with was Alastor, a charming radio demon with sadistic tendencies, a big smile, and a habit of causing drama for no reason against most of the men he interacts with. He’s always plotting and scheming, dealing with other demons to gain more power; nobody knows his true intentions. While Vivienne hasn’t confirmed much about Alastor’s life before he ended up in hell, we know he was a serial killer in Louisiana. during the 1920s and 1930s.

I aimed to expand on Alastor’s backstory with fan theories and give it a more realistic touch, focusing on real locations and creating new characters while sprinkling in bits and pieces from Hazbin Hotel. I have always liked writing stories and implementing them into my work. While I don’t always find time to write, these projects are some of the most enjoyable.