To support this concept, we created a visual identity system that reflected the spirit of navigation. Maps, pins and other course-plotting tools provided major influence.
We crafted a brand voice in the style of a travel writer — someone you might actually turn to for advice and tips on what museums to check out or what foods to try. We then developed all of the in-hotel materials — from door hangers to bathrobe tags and everything in between — applying our look, feel and voice wherever we could.
In addition to setting the tone for the hotel experience through onsite materials, we also created a full advertising campaign including print, digital marketing, video and even brand partnerships.
At the time, the assignment was to conceive and fully realize one unified and single-minded brand for the handful of first-ever Hyatt Centric properties (in addition to any that might follow). Little did we know that the brand would grow exponentially, occupying a unique corner of the lifestyle travel market.