Pioneer Pocket Hotel
Lubbock, TX
BRINGING A HISTORIC HOTEL INTO A NEW ERA
I developed the brand and marketing experience for a fully automated boutique hotel inside one of downtown Lubbock’s historic landmarks, spanning identity, environmental design, photography, and digital marketing.
Overview
A MODERN HOTEL IN A HISTORIC LANDMARK
Located inside the historic Pioneer Building in downtown Lubbock, the Pioneer Pocket Hotel is a fully automated boutique hotel featuring ten uniquely themed rooms inspired by West Texas culture and history.
As part of a small local marketing team, I helped establish the hotel's identity and promote a hospitality experience unlike anything else in the area.
Challenge
BALANCING HISTORY WITH SOMETHING COMPLETELY NEW
The Pioneer Pocket needed to feel connected to the history of the building while communicating a modern hospitality experience that was unfamiliar to many Lubbock visitors.
We also needed to create a cohesive experience across a wide range of touchpoints, from the logo and room signage to environmental graphics, marketing materials, and social media.
Approach
ROOTED IN PLACE, DESIGNED FOR THE PRESENT
I approached the identity by combining historic references with contemporary design. The Pioneer Pocket logo incorporated the Lubbock skyline, connecting the hotel to its location and McDougal Companies' downtown revitalization efforts.
We also leaned into the building's history throughout the guest experience, using archival photography and West Texas-inspired themes to give the hotel a strong sense of place.
My boss and I also collaborated on naming all ten rooms, with each one built around a different aspect of West Texas culture and history.
Work
BUILDING THE EXPERIENCE
The project quickly grew beyond the initial identity. I designed a wide range of guest-facing and environmental materials, including room signage, parking and lobby signs, printed materials, exterior vinyl, fire exit plans, elevator wraps, and a custom Coca-Cola machine wrap.
I also photographed the hotel rooms for use in marketing and promotional materials.
TELLING THE STORY OF THE PIONEER
I designed a full-page Texas Monthly advertisement promoting the Pioneer Building as a destination. The campaign brought together the Pioneer Pocket Hotel, The Brewery LBK, The Coffee Shop, and The West Table under one visual story.
Selling Lubbock, not just the hotel
After the hotel opened, I managed its social media presence and created content promoting both the Pioneer Pocket and Lubbock as a destination.
One of my favorite initiatives was Fun Fact Fridays, a recurring series highlighting local attractions, notable Lubbockites, upcoming events, and West Texas history. It gave me an opportunity to explore and photograph the city while helping visitors discover more of what Lubbock had to offer.
Key Lessons
designing for clear expectations
One of our biggest marketing challenges was introducing the idea of a fully contactless hotel to guests accustomed to traditional hospitality. Despite communicating the experience in several places, some guests still arrived expecting a concierge or room service. One particularly memorable guest experience made it clear that we needed to be even more explicit.
We made the contactless nature of the hotel more prominent throughout the booking experience, including prominent messaging on the website and an additional confirmation before booking.
It reinforced a lesson that will forever influence how I design: information isn't effective simply because it's available. Important information needs to be communicated the right way, at the right time.
Outcome
A LASTING PRESENCE IN DOWNTOWN LUBBOCK
The Pioneer Pocket received a Hotels.com Loved by Guests Award in 2020, with a 9.2/10 guest rating at the time.
More than five years after opening, the hotel is still operating today.
For me, the project remains one of the most rewarding of my career. As a young designer on a very small team, I was given the opportunity to shape a project from its identity through its launch and ongoing marketing, leaving a lasting mark on a community I called home for six years.
