Fogo Island Inn

Fogo Island Inn

The challenge: establish an authentic brand for a luxury rural inn that celebrates local tradition and heritage with a contemporary twist. The state-of-the-art minimalist Fogo Island Inn, designed by Todd Saunders, reflects the best of contemporary art practice while weaving in the unique history of the land and its residents. All proceeds from the inn are invested back into the community.

My involvement with the project kicked off in 2007 at  Bruce Mau Design with the rebranding of the shorefast foundation, the organization behind the project, and the naming of the inn and its identity. The work has since continued through Designholmen, involving an eclectic mix of projects, ranging from wallpaper design, environmental design and wayfinding. Below is a sampling of the projects I've had the pleasure to work on and have continued to work on to this day. The driving principle for this work is the tightrope balance between old and new. Contemporary architecture juxtaposed by the sensibilities of the traditional and the aesthetics and spirit of the Newfoundland home. 

Carolina's thoughts on colour   /   Carolina's thoughts on wallpaper  /  Strange & Familiar: Architecture on Fogo Island (documentary)

Photography: Alex Fradkin

Business cards with Inn identity on custom pattern


Packaging for word of mouth marketing campaign: wooden box with a peekaboo hole with a miniature diorama of a room at the Inn

Miniature hooked rugs for interior of box created at the Wind and Waves Artisans' Guild on the island / Photography: Jessica Waterman

"Room to dream", a diorama of a room at the Inn

Silkscreened mailing box

Textile wrap and label signed lovingly by Fogo Island local

Custom playing card pouches with assorted buttons

Playing cards and packaging

Playing cards / Illustration by Dan Perrella

29 unique signs for guestrooms with shapes based on outport furniture

29 unique signs for guestrooms with shapes based on outport furniture

Guest room sign

Guest room signs

Guest room sign


Inspiration for Inn colour strategy

Art direction of mock-up suite / Photography: Steve Krug

Art direction of mock-up suite / Photography: Steve Krug

Assorted wallpaper / Caribou illustration by Kym Greeley and Erika Stephens-Moore

Detail of wallpaper / Illustration by Donna Wilson

Detail of wallpaper / Illustration by Nick Herder

Coasters based on wallpaper designs / Illustrations by Nick Herder

Cakebox and Jam jar stickers based on wallpaper designs

Fire exit signs

Book describing the seven seasons of Fogo Island through poetry and images

Photography: Carolina Soderholm