We approached this project with fresh eyes, evaluating where the brand stood (strengths and weaknesses), while anticipating and defining our end goal. This required a thorough evaluation of the new brand persona. The design direction was a luxury brand with a high end edge, similar to a Four Seasons, mixed with the approachability of Marriott. It needed toconnotesophistication and hospitality, but quality with reason. We didn't want the brand to become isolated due to a perception of being unattainable.
Pitch options. Never be afraid to kill your babies; only one can survive.
The new streamlined, consistent brand brought about a new rally of company excitement internally and externally.