Hanover Tavern Rebrand
Comprehensive Brand Transformation
As Chief Creative Officer at The Flores Shop, I led a full-scale rebranding initiative for Hanover Tavern—one of the Richmond Region’s most historic and culturally rich attractions. Our challenge was to breathe new life into a storied destination that serves as a restaurant, performing arts venue, and historic site—all while preserving its deep heritage and elevating its visibility as a must-visit regional landmark.
Working closely with the Tavern’s leadership team, I oversaw the development of a comprehensive brand strategy and creative execution plan designed to unify the organization's diverse offerings under a compelling, cohesive identity.
Working closely with the Tavern’s leadership team, I oversaw the development of a comprehensive brand strategy and creative execution plan designed to unify the organization's diverse offerings under a compelling, cohesive identity.
The impact:
The new brand reinvigorated Hanover Tavern’s presence in the region, leading to a measurable increase in event bookings, tourism interest, and community engagement. Most importantly, the work has scaled with the tourism destination’s evolving, cross-functional needs—from fundraising and volunteer outreach to visitor experience and seasonal promotions—and remains the foundation of their identity and communications strategy today
This project exemplifies the power of place-based branding to drive real-world impact—bringing history forward in a way that invites both locals and tourists to rediscover an iconic destination.
Core responsibilities and contributions:Vanessa W. Easter
Brenda Gilman, Ph. D.
James F. Kastelberg
C. Sean Link
Amy L. Marschean
Linda H. Marks
Hanover Tavern
Brand Strategy & Positioning
Led discovery sessions with key stakeholders to clarify Hanover Tavern’s mission, value proposition, and audience priorities. From this, we established a brand narrative that honored the past while emphasizing relevance to today’s visitors.
Visual Identity Design
Directed the concept and design of a new brand identity system, including a logo and supporting visual language that bridged history with modern sophistication—conveying a sense of place, purpose, and personality.
Multichannel Execution
Orchestrated the creative rollout across every public-facing touchpoint:
Website Redesign: Oversaw UX, content, and design for a mobile-responsive site that streamlined visitor info, promoted events, and told the story of the Tavern’s unique experience.
Print Collateral & Environmental Graphics: Created signage, event materials, and on-site graphics to create a consistent and immersive brand environment.
Social Media & Communications: Developed content strategies and brand guidelines to ensure cohesive messaging across digital and community engagement channels.
Executive Sponsors
Executive Director
Katarina Spears
Site Manager
Laura Curzi
Board of Directors
The Flores Shop
Marketing Strategist
Kevin Flores
S. Scott Baker
A. Lisa Barker
Thomas C. Bishop
Frank B. Bradley, III
Carey C. Carlisle
Richard J. Denecker, Jr.
Chief Creative Officer
Kevin Flores
President
Barbara M. Rose
Vice President
Vernon E. Inge, Jr., Esq.
Secretary
Virginia L. Riddle
Treasurer
J. Michael Todd
Program Manager
Sarah Sheldon
Copywriters
Kevin Flores
Sarah Sheldon
Bea G. McDougle
Robert E. Moorhouse
Shearer K. Pettigrew
Page T. Reece
R. David Ross
Jennifer Y. Scott, APR
Fulton Sensabaugh
James Wallace
Jamelle S. Wilson
Designers
Jared Boggess
Jordan Schmidt