We approached this project with fresh eyes, evaluating where the brand stood (strengths and weaknesses), while anticipating what our end goal. This required a thorough evaluation of the new brand persona.
The vision was a luxury brand with a high end edge, similar to a Four Seasons, with the approachable nature and quality of Marriott. It needed to connote sophistication and hospitality, but quality with reason. We didn't want the brand to become isolated due to a perception of the unattainable. The new streamlined, consistent brand brought about a new rally of company excitement internally and externally.