Hotel Thaxter

Branding · Website Design · Custom Illustration · Hospitality Marketing


Hotel Thaxter is an upscale boutique hotel and restaurant located in the heart of downtown Portsmouth. The project focused on creating a brand and digital presence that honored the building’s history while presenting a refined, welcoming experience for modern travelers.

Overview

Originally built in 1860, the Hotel Thaxter building has served several important roles in Portsmouth’s history before its recent restoration into a full-service boutique hotel. The brand draws inspiration from its architectural character and from Celia Thaxter — a Portsmouth native known for cultivating a creative community on the Isles of Shoals — grounding the hotel in both place and artistic heritage.

  • Scope: Branding, Website, Illustration, Marketing support

  • Platform: Squarespace

  • Industry: Hospitality

Exterior of a brick hotel building with the name 'Hotel Thaxter' displayed in large black letters on the wall.
Black sign with white outline of two flowers and the text 'Elevator Lobby' underneath.
A black shelf on a tiled wall holding four white bottles with black pump dispensers labeled Pimpernel soap and shampoo, along with a small bottle labeled Apotheke lotion.
Sunlit bedroom corner with a window, brown curtains, a bedside table with a black textured lamp, a small radio, and a bed with white sheets, a pink pillow, and a tall beige headboard. Shadows cast across the wall and bed.

Focus

The focus was on balancing historic character with modern comfort. Through thoughtful branding, a refined website, and custom illustration, the visual identity reflects Hotel Thaxter’s past while supporting its evolution into an elevated, design-forward destination.

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