Hyatt Corporation’s acquisition of Amerisuites provided an opportunity to create a new hotel offering. How would the new brand look and feel?
- Develop a complete identity program to create a unique select service brand within Hyatt’s portfolio of upscale luxury hotels worldwide
- Craft positioning, image attributes, naming and logo design as part of the identity program for the new chain
- Differentiate the new offering in a saturated marketplace as a leading-edge hotel concept
- Create an overall hotel “vibe”
- Chose the name Hyatt Place from over 500 names generated by Lippincott to suggest a destination with distinguishable comfort and the quality of a home for discerning business and leisure guests
- Developed The Hyatt Place symbol based on the idea of a "gathering place". The geometric circles come together to form a sense of "place" or locality. The colored dots also form the letter "H". The mark is friendly, direct, modern and unique
- Selected typography, color and graphics, imagery and material finishes to reflect the unique Hyatt Place brand personality characterized by comfort, quality and service
- Utilized sensory elements like scent and branded music to created a more emotional relationship with the customer and enhance the customer’s experience upon arrival, check-in and time spent in the gallery area