September, 2023 | 116 & West
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9.25.23 | Read time: 4 min

Interpreting History to Create Understanding

Rick Hosmer

We generally live and work in places we think we know well. But there are always untold stories that influence what we see and experience each day. Learning the history of where we call home — both the interesting and the tragic — helps us better understand and appreciate where we live.

One hundred sixty-five years ago, events occurred that forever changed the Spokane region for the people who have always lived here. Native people remember these actions; they are critical for everyone to know.

close-up of painting “The Defiance of Whist-alks” by Nona Hengen

Wright and Wrong Play Out

During September 1858, Colonel George Wright and a company of U.S. Army soldiers made their way from Fort Walla Walla to the land of the Spokane and Coeur d’Alene Tribes to wage war. After two battles around the lakes and plains west of Spokane, the out-gunned tribes were on the retreat.

After several days of pillaging and burning indigenous food caches and villages along the Spokane River and killing nearly 900 of the Native’s horses, the Army returned to Fort Walla Walla. On the way, they camped at a spot 20 miles south of Spokane on the banks of Latah Creek.

At that place, Colonel Wright aimed to take Yakama tribal leader Qualchan into custody, relating to his involvement in reported crimes and deaths of incoming miners and settlers to the region. Wright planned to invite Qualchan’s father, Owhi, to their camp as an enticement to bring Qualchan in. With Owhi arriving under a white flag to negotiate peace, he was instead captured and held hostage. Qualchan came to barter his peace with Colonel Wright the next morning. Upon Qualchan’s arrival, Wright’s soldiers quickly shackled him, and within 15 minutes (according to Wright’s report), Qualchan was hanged. Over the ensuing days, the military murdered multiple other tribal leaders attempting to negotiate peace. Owhi was shot as an escaping prisoner on the Army’s march back to Fort Walla Walla.

The events of September 1858 resulted in the waterway near the encampment being called “Hangman Creek.” These events are considered a dark spot on U.S. military action in Washington Territory. One can only imagine how it is regarded by the Native people who live in this area.

hand drawn portraits of Colonel Wright and Yakama chieftain Qualchan next to Latah Creek Gold Course new logo designed by 116 & West

Hangman Returns to Latah

A few miles downstream from the site of Qualchan’s hanging, Spokane County Parks, Recreation & Golf operates an 18-hole public golf course. The course recently went through a name change from Hangman Valley Golf Course to Latah Creek Golf Course, along with rebranding that we handled at 116 & West — creating a new logo, course signage, and brand standards to promote the golf course. The brand design visually features the creek, rolling Palouse hills, and signature Ponderosa pines that line the fairways.

Following the rebranding, the County contracted with us to design, write, and fabricate an outdoor interpretive sign for installation at the course.

visuals of the Latah Creek Golf Course logo, and interpretive sign designed by 116 & West

Getting the Story Right

Telling the story of what happened here over a century and a half ago was a sensitive undertaking. Emotions run deep, and the generational trauma caused by these actions is still painful to the hearts of the Spokane Tribe and other regional tribal people.

We’re grateful for the involvement of elders and leaders from the Spokane Tribe of Indians, who reviewed our historical research and copywriting. Their input brought clarity and purpose to the story, sharing perspectives that, as non-Native writers, we didn’t know or personally understand. The result was a monument that achieved communication goals for regional tribes and Spokane County.

Designed to Always Remember

The agency’s creative team found visuals for the interpretive sign during extensive research through historical archives. Photographs and drawings of key participants, including Qualchan, Owhi, Lokout, and Colonel Wright, brought faces to names in the story. The powerful painting “The Defiance of Whist-alks” by local artist Nona Hengen (included at the beginning of this story), depicts the scene of Qualchan’s hanging and the anger and heartbreak expressed by his wife, Whist-alks, of the Spokane Tribe. A historical outline from time immemorial to 2020 describes activities that occurred throughout the Spokane region for millennia and their acceleration over the past 200 years.

The 4’x3’ sign was fabricated and installed at the Latah Creek Golf Course entrance. Local golfers and visitors from around the region can take a few moments to see and read the important history of this location from a tribal perspective, understand the creek’s importance to regional tribes, and learn why the atrocious events of 1858 should always be remembered.

We are proud to have worked with the Spokane Tribe of Indians and Spokane County to accurately share this story, helping everyone know and better understand the history that shaped this place that we — Native and newcomer — call home.

9.7.23 | Read time: 3 min

Bardenay Spirits Branding

Carolyn Lodge

Bardenay & 116 History

Bardenay, a Treasure Valley culinary staple for over 20 years, is known as one of Boise’s best restaurants. Their strong reputation stems from stunning patios, award-winning martinis, many spirit accolades, and a menu that delights the palate.

As Boise’s restaurant scene changed significantly over the last two decades, Bardenay grew their physical locations and line of spirits. And, for nearly as long as they’ve served up the best cocktails in Boise, our agency has worked alongside Bardenay’s leadership to hone the brand, develop their infamous cocktail contest, roll out new liquors, partner on dozens of campaigns and events, and consistently support their community service efforts.

Award-Winning Marketing

Over the years, our team launched two new Bardenay websites and developed their sister restaurant’s brand, website, and overall marketing, for Coyne’s located in Eagle, Idaho. We’ve done it all — and it has been an exciting endeavor to support their growth through branding, refined art direction, and strategy.

When Bardenay recently developed their Employee Trust and transitioned to an ESOP, our agency managed their internal and external communication, which received a Gold Award at the 2022 Idaho Addy Awards, the Rockies. Now employee-owned, we continue to support Bardenay’s team with initiatives, including this roll-out of fresh, new branding for their line of spirits.

Bardenay Distilling Rebrand

In 1999, Bardenay opened their doors as the nation’s first restaurant-distillery and continues to distill liquor in-house. Through the years, Bardenay spirits, most notably their vodka, gin, rum, and whiskey, received various silver and gold awards from Tastings – The Beverage Testing Institute. Today, Bardenay distills various liquors at their three Idaho locations, including the best gin and best whiskey produced by a local distillery.

While the restaurants were previously Bardenay’s primary external marketing focus, we pivoted to create a more consistent and refined distillery brand in the last year. Now, the launch of their sub-brand, Bardenay Distilling Co., begins a new chapter in Bardenay’s history and features a fresh look to promote their spirits in Idaho and the PNW.

With a solid suite of product offerings, this rebrand is an opportunity to reintroduce Bardenay’s spirits to the market with sophisticated imagery and a sense of adventure. Since Bardenay’s roots are nautical in nature, and their spirits are anchored in true craft, we leaned into the brand’s history, created hand-drawn illustrations of a mermaid luring sailors to celebrate and imbibe together, built a sophisticated color palette that exudes the natural essence of each product, and paired them with a matching icon and whimsical folklore.

Bardenay spirits label redesign creative process created by 116 & West Advertising Agency

Custom Illustration

A mermaid holding a goblet and reaching for the stars embodies exploration, a brand attribute and a characteristic consistently displayed through the distillery’s continued innovation. Since Mermaids often represent renewal and transition, the art has a dual meaning with water and symbolic revitalization as Bardenay spirits sets sail on their new chapter.

116 & West Advertising Agency designed Bardenay spirits new labels for its vodka, lemon vodka, dry gin, rum, and ginger rum

New Bardenay Location

We created cohesion across all products by reimagining the liquor line and developing spirits-forward marketing to use as they promote the line outside of their restaurants. Bardenay’s spirits are now available at Idaho liquor stores and their adventure continues as Bardenay Distilling Co. contemplates a new distillery in Boise’s award-winning Waterfront District.

9.6.23 | Read time: 3 min

Gowen Thunder Can Be Our Wingman Anytime

116 & West

During the weekend of August 26-27, the 2023 Gowen Thunder Airshow featured the US Air Force Thunderbirds, US Army Golden Knights, and the F-35A Demonstration team, just to name a few. Held at Boise’s Gowen Field, home to the headquarters of the Idaho National Guard, Idaho’s 4th largest employer, there were also modern military demonstrations, high-powered civilian aircraft demonstrations, simulators, and kid-friendly activities.

Organizing a free event that draws hundreds of thousands of people with millions of dollars of economic impact to the Boise area is no small undertaking. Lt. Col. Tony Vincelli, Director of the Gowen Thunder Airshow, saw this as an opportunity to put on an incredibly powerful spectacle and build a lasting brand with impact for years to come. That’s where we came in.

Logo Refresh

The 2023 Gowen Thunder Airshow was the first show in five years in the Treasure Valley, and Vincelli wanted to create a brand and unique identity and invest time with our agency to get it right. This airshow is a recruiting tool for the Idaho National Guard and emblematic of the strong patriotic community we so proudly reside in. Vincelli said, “We wanted the air show to be the signature event in the Valley for 2023.”

The previous logo needed some polishing to match the pageantry and impact the 2023 airshow was destined to create. The updated logo is clean and easily identifiable to scale both large and small. 116 & West’s creative team used unidentifiable aircrafts so as not to be representative of any particular military branch. The design’s lighting bolts in the “W” pair well with the organization’s name, and six variations were created to match the various ways this logo would be used to brand wine glasses, tote bags, signage, flags, and more.

Gowen Thunder Airshow's new red white blue logo makes it's debut for the 2023 airshow

UX Design and Web Development

The Gowen Thunder website needed an engaging and impressive user experience to match the excitement surrounding the event. Over the weekend, the website had 81,211 unique visitors, helping them navigate events and plan parking.

Our web development team utilized high-resolution photography, bold colors, and sharp angular shapes to create a striking impression and UX design that pairs perfectly with the Gowen Thunder brand. We also created custom icons to visually signify important calls-to-action.

Creating a smooth user experience is important for a high-traffic website, so we focused on simplifying the navigation and page content to make it easy for users to find the information they need.

Marketing Materials

The primary objectives of the airshow were to thank the community for its support of the Idaho National Guard and to showcase its combat capabilities.

Our team created a branded packet with beautiful photography that landed sponsorships from national names like Liquid Death, Jack Daniel’s, and Micron. Local and regional supporters, including Title Sponsor CapEd, the City of Boise, Boise Airport, Proud Source Spring Water, and Visit Idaho, also signed on.

Gowen Thunder 2023's

A Thunderous Success

According to KTVB, “Gowen Thunder had an estimated $8.7 million economic impact. It drew 120,000 unique visitors, 30% of whom were from out of town. About 40% of those who traveled to Boise – 14,400 people – stayed overnight.”

Vincelli is grateful for the help of over 1,000 volunteers and their efforts for this incredible event. He said of the branding, “We finally have an identity. We invested and got a brand that we needed and wanted. It was a logo I felt proud of and wanted to show off.”

Building brand equity for a non-profit organization like Gowen Thunder was an important project for our agency, and we look forward to seeing the logo for years to come.