Hawthorn Suites by Wyndham

Hawthorn Suites by Wyndham

Building a brand
from the keycard up.

Hawthorn Suites by Wyndham approached BRIGADE in the summer of 2016 looking to breathe new life into their brand. After 35 years of a stagnant branding they were in dire need of a refresh. The main goal was to help them increase their visibility and specifically focus on the innovations they put in place to distinguish themselves in the long-term-stay category of hotels.

We started to reposition the brand with a strong new concept aligning with the type of long-term stay guests the brand generally attracts. We gave these people a voice by creating a hotel brand where you could stay true to yourself while staying away from home. We supported this language with a powerful visual identity for the brand. Using eye catching patterns with bright stripes and colors, we began to convey the friendliness and adaptability of the brand in a fun and attention grabbing way.

The use of bright patterns is enhanced by the addition of a family of icons that represent the wide variety of amenities they offer. This positions the brand as friendly and accessible in a way that is approachable for potential hotel guests.

To further create a visual library and bring the brand to life, we paired these bright visuals with a complimentary light and approachable tone that communicates a direct message of comfort and hospitality. We outlined all of these new brand assets and guidelines in a brand book that will assist in cohesive branding for Hawthorn in all future hotel materials.