Waymark Group was born from Vinta, a group specialising in property development and management. When Vinta saw an opportunity in the hospitality industry, they turned to uberbrand to assist in moving into the new sector.

Having rebranded Vinta, uberbrand were well positioned with insightful knowledge to assist them in approaching the hospitality industry, using the same principals and vision we developed during their rebrand.

Insights through Immersion

Vinta has a strong reputation, though wasn’t the right brand to introduce to Queensland’s regional towns. Starting with The Coolangatta Hotel, Mt Isa Hotel and The Maraboon Hotel, with the full immersion of Vinta we hit the road to get to know the people that enjoyed these venues to discover what made these hotels unique.

Embracing the Queensland story

The Waymark name was developed from the need to tell the story of the hotels that exist and would be acquired in the future. Hotels across Queensland that stand on the corner of busy regional towns have been integral ‘pit stops’ on the road to growing Queensland’s industries and tourism.

The Waymark Hotel is an iconic community landmark, for the wandering and working it’s a sign of comfort and quality. As we developed the brand from scratch, it always came back to the idea of crossing paths of the travellers and intersecting lives of locals.

Natural Roots

Drawing inspiration from the beautiful and diverse natural landscape, Waymark’s colour palette is inspired by the raw, native colours of the Queensland bush. Our graphic map treatments created an identity with many layers, allowing the brand flexibility but consistency.

One of the locals

The values defined in strategy come through in the tone and messages – a Waymark Hotel is a local, backed by a group that gave them the ability to not only serve their patrons but also serve their communities through deep involvement.

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