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  • Naming

  • Brand Voice

  • Copywriting

An Autograph Collection property in St. George, Utah, needed a name that captured the awe-inspiring surroundings and services it offered. Inspired by a Hebrew word meaning crown, Atara describes the elevated hospitality experiences the resort and residences provides. Starting with the word AT, the name is grounded in a sense of place, while the letters ARA refer to southern Utah’s arid landscape, and the musicality of an aria that the location’s open vistas inspire. Atara also includes the name TARA meaning hill or star, further tying the property to its desert landscape and the celestial canopy overhead.

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