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Hyatt Hotels 2014 REBRAND 100 > distinction

Brand Extension
Country Base: USA
Industry/Sector/Keywords: Hospitality, Hotels, Travel, Real Estate and Property Development
Below: Before and After Images in Slide Show, Summary, Credits


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Hyatt Hotels - www.rebrand.com/hyatthotels-images





Summary:


Industry Setting
Hyatt, a global hotel brand, was launching a new namesake hotel brand, Hyatt Hotels. The new brand was designed for smaller properties and for urban areas.

Challenge
In a crowded market, in urban areas dominated by powerful brands, we needed to define the Hyatt Hotels brand. To stand out, Hyatt Hotels needed a balance between outlining a national brand and letting the brand reflect the power of place.

Strategy
• We used location as inspiration to inform our strategy: Taking the overall concept of welcome, we infused local elements from the hotels’ locations into our strategy for the brand, allowing place to strike an important note in our overall strategy.

• We designed a visual identity that celebrates the concept of welcome: To reflect the concept of welcome—central to the Hyatt brand—we created a logo system that flexes to capture each hotel's location. Inviting, symbolic visual elements signal cities like New York. Our typeface is expressive—it feels smart, yet friendly. Local vernacular is infused throughout—giving guests a consistent, yet distinct welcome from the city they’re visiting. It speaks to the enthusiastic insider in all of us.

• We created an overall brand experience guide that reflects Hyatt Hotels’ distinct experience: Our experience guide helps the brand express itself—showing Hyatt Hotels as a brand that goes out of its way to make sure its guests have a “delightful stay.” It makes sure guests make the most of every stay.

Result
The new Hyatt Hotel brand provides dimension and depth. It sets its own tone, reflecting a distinct voice for Hyatt. Key stakeholders and consumer testing received our work with enthusiasm. Hyatt will roll out the visual work with each property it develops.


Credits:


Client: Hyatt Hotels - www.hyatt.com

Brand Strategists/Designers: Interbrand - www.interbrand.com

Executive Creative Director: Chris Campbell
Senior Creative Director: Craig Stout
Senior Designers:
Ronan Tiongson
Jessica Vernick

Executive Director, Program Management: Paige Hutchinson
Senior Program Manager: Alyssa Mitry
Senior Director, Strategy: Andrew Martschenko
Director, Brand Management Systems: Jeff Dawson

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