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The story of

an Austin icon

A landmark of legendary Texas hospitality that’s as old as the Capitol, The Driskill is a piece of living history.

the challenge

Refreshing an Austin institution’s brand

In 2016, Hyatt launched The Unbound Collection, naming The Driskill as one of the four unique global properties. The marketing teams at Hyatt and The Driskill then asked us to refine the brand story, differentiators, and visual identity to align with The Unbound Collection’s strategy.

the Solution

We refreshed The Driskill’s logo family using design details found throughout the property, renamed the high-end bar and grill, and created new brand guidelines with refined brand positioning, attributes, and visual identity. For over five years Arrow also served as the PR agency of record for The Driskill, promoting it as a luxury travel destination, and was the go-to team for crisis and issues management.


We booked media tours and pitched event spaces to media outlets, securing media coverage across the country and internationally. We created group and one-on-one dinners, facilitated movie, commercial & TV show filmings, partnered with organizations like the Austin Food & Wine Festival to produce strategic events, and worked with Visit Austin to host individual media visits and tours.

DRS Logo Family