brand development

A hotel chain with a distinctive brand was opening its first location in Texas. Unlike other hotels under this flag, the Texas property has an attached convention center, offers food and beverage from a celebrity chef, and features works from local artists. We created a brand extension for the hotel that honored the larger corporate brand while also telling this property’s distinctive story and better reflecting its context. Brand guidelines included customer personas, targeted messaging, and a word bank, as well as visual recommendations.

Agency: HMA
AD: Alex Battaglia
My role: Facilitating brand workshop, messaging strategy, design direction, copy, nomenclature (meeting rooms)

Excerpts from the brand book