The multi-disciplinary design studio LMNOP, led by Principal + Creative Director Leigh Nelson, was tasked with crafting a visual identity and brand narrative for Faraway — a boutique hotel opening its first property on Nantucket, MA. After earning a 2022 AHEAD Award for Faraway’s distinct design, LMNOP was tasked with a second, 360-degree project for the growing brand’s Martha’s Vineyard location, which opened late summer 2023. 

A collection of historic houses including the landmark Kelley House (built 1742) in Edgartown, the Martha’s Vineyard debut presented an opportunity to define the Faraway parent brand equity further, to enable future growth and avoid brand fragmentation. Working alongside Brad Guidi (Chief Development Officer and Partner at Blue Flag), LMNOP determined visual and verbal signifiers across both Faraway locations to strategically unify them — solidifying brand integrity and mission, while weaving stories to differentiate the properties’ distinct senses of place. 

LMNOP’s design allowed the Faraway brand to establish an overarching spirit of adventure, alongside nuanced differences in property offerings. Below, I’ve included notes around the parent brand ethos and LMNOP’s unique storytelling: 

For the Faraway Parent Brand, LMNOP created a ‘secret sauce’ narrative based on the principle of living close to the sea, reveling in its textures, and celebrating its artifacts of lives past. With taglines like ‘explore the offbeat,’ and ‘Faraway is more than a place, it's a mindset,” LMNOP leaned into each properties’ storied pasts. At Faraway, the success of a visit is measured by the distance traveled in the guest’s imaginations, which LMNOP sought to convey in every visual touchpoint across both properties.  

The Martha’s Vineyard property narrative was based on a muse: a woman who grew up on the island in the free-spirited 60s and 70s, tending to her garden and entertaining guests in her colorful, creative space. The story is evident in the property’s thoughtful touches from a perfectly eclectic lobby featuring shelves packed with books, to lush landscaping with flowers and greenery. The neutral brand colors are inspired by the wild landscape of the island, and custom artwork tells the story of the land, sea, and all of its creatures. 

At Faraway Martha’s Vineyard, LMNOP also commissioned custom artwork to evoke their property narrative, including drawings from Marcello Velho, based on his graphic style that reflects minimalist and abstract work, with a figurative blend and use of color to portray birds and flora reflective of the wild Martha’s Vineyard coastline. 

LMNOP also contracted Marcos Toledo for floral art installations based on his strong use of color and shape to create graphic compositions that explore the interplay between the natural landscape and architecture. Centered in the lobby, Marcos' work helps bring the colors and textures of this sea swept island indoors

For Nantucket, LMNOP’s muse was a female captain who, after decades at sea, returns home with an assemblage of treasures and stories. Each corner of Faraway Nantucket comes to life as a page in this seafaring heroine’s diary. LMNOP created a layered brand experience that gives guests a peek into lives past, embracing rich colors and textures and an eclectic, offbeat attitude, defining a Faraway characteristic of mixing the wild with the familiar.

Other Collaborators Faraway Martha’s Vineyard Collaborators: Developers: Blue Flag Capital Interiors: Workshop APD Floral Artist: Marco Toledos Custom Artwork: Marcello Vehlo Printer: Masterpiece Photographer: Jeff Harrison & Matt Kissiday 

 Faraway Nantucket Collaborators: Developers: Blue Flag Capital Interiors: Blue Flag and Jenny Bukovec Printer: Masterpiece Photographer: Jeff Harrison & Sidney Bensimon 

Illustrator: Kreh Mellick