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 sub-brand for the hotel that honored the larger corporate brand while also telling this property’s distinctive story. Brand guidelines included customer personas, targeted messaging and a word bank, as well as visual recommendations.

Agency: HMA
AD: Alex Battaglia
My role: Copy, creative direction, meeting room names