About the Hell Rebrand Project

In the winter of 2010, we contracted Chris Herron Design to address challenges with the Hell brand. The number of visitors to Hell had been in steady decline in recent years, resulting in decreased revenues for the principality. The reasons for the decline were not fully understood at project launch.

To further complicate matters, our board elected a new CEO several months into the project. Upon taking the position, our new executive launched a formal review of the Hell brand. The exhaustive survey led the board to conclude that a complete overhaul of the brand identity was necessary. For the full story, take a look at Chris Herron Design's project blog by clicking the image to the right.

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