hyatt centric

The concept was rock solid. Everything else, however, was non-existent.

When Hyatt launched a new lifestyle brand, we were tasked with the job of taking the hotel concept and turning it into a living, breathing brand.  Aimed at travelers who prefer to avoid the touristy stuff in favor of a more “off-the-beaten-path” experience, Hyatt Centric was designed to serve as a launchpad for exploration with each property located in a colorful neighborhood, rich with hidden gems and local flavors.


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. 

Hyatt Centric logo design by OMIH agency

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.

Business card branding and design for Hyatt Centric
Onsite branding and design for Hyatt Hotel
Design for in-hotel materials
Hotel welcome guide design for Hyatt Centric
Hyatt Centric - website design for hotel by OMIH creative agency
Hotel graphic design
Hyatt Centric branded materials by OMIH ad agency
Print brochure design for Hyatt Hotel
Print design for hospitality brand Hyatt
Print ad design by OMIH ad agency for Hyatt Hotel

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.

Selected Work

Bronx Zoo

Pyure Organic