art direction, design, illustration + copywriting
Hyatt Place Brand Refresh
Hyatt Place is a fast growing, select-service hotel brand, with more than 250 properties worldwide. After being in market for several years, they decided a brand identity update was in order to better communicate their brand promise of creating stylish, comfortable + seamless guest experiences. They also needed an identity that could easily be translated into other languages for new hotels opening in countries other than the United States.
For the Hyatt Place brand redesign, we were tasked with refreshing the identity and creating a more consistent brand image. The brand team needed something modern, casual and stylish — while keeping the original logo and colors. So, we chose to create new brand patterns, a handwritten type treatment to focus on the brand tagline, "Welcome to a different place" as well as add illustrations + icons to quickly communicate brand offerings. We updated everything from business stationery and in-hotel materials to advertising templates and marketing materials.
The design pattern was inspired by the Hyatt Place logo and the geometric shapes found throughout the hotel's modern design — everything from the plates at breakfast, to the wine glasses at the bar, and even the pillows on the bed. These shapes and colorful accents, in addition to the brand tagline, echo the brand's modern and vibrant identity.
Inspired by the friendly, relaxed handwritten style of the tagline, “Welcome to a different place,” these illustrations and icons provide a quick, easy method in which to communicate the entire Hyatt Place offering while incorporating the circles and colors of the logo + new patterns.
The nine icons, arranged in the shape of the Hyatt Place logo, represent the nine unique benefits of the brand. The icons illustrate the brand tagline and provide a visual for what makes Hyatt Place a different place, in a friendly, easy to understand way.
This project was completed when I was the Hyatt Place lead graphic designer at Hyatt Hotels & Resorts. Hyatt and Hyatt Place names, designs and related marks are trademarks of Hyatt Corporation. © 2014 Hyatt Corporation. All rights reserved.