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Focusing on “local” helps a big brand feel boutique

Hyatt Hotels
Cities are crowded with plenty of hotel choices. Whether you’re a big brand, or a boutique, it’s a competitive market. For Hyatt and their new brand of small properties, Hyatt Hotels, standing out was no small challenge.

Hyatt is a global name in the industry. But this new brand was meant to be distinctly local. Embracing that power of place, we let the personality of each city drive our design and act as a differentiator.

We picked up the local lingo. We used playful iconography to capture what made each place special. And we connected every experience with the authentically Hyatt concept of “welcome” by creating inviting and expressive master elements, including typography, logo and visual systems.

As new properties are built and the brand expands, a set of clear experience guidelines creates consistency, while giving Hyatt the flexibility to showcase each unique locale—making sure that guests always know what they’ll get, and are invited to be delighted by the city they’re in. At each new Hyatt Hotel, the expertise of an international brand and the know-how of a local come together. In the “48 Lex,” “Union Square,” and “Fisherman’s Wharf” locations, guests can even become city insiders with curated guides and digital concierges. Hyatt Hotels showed the industry that, with the right local knowledge, big brands can scale small successfully.

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