Refreshing an iconic
American brand.

Travelodge approached BRIGADE while we were working on their brand book for Wyndham Hotel Group and asked if we could explore the look and feel for a new campaign that captured their three keywords: Adventure, Friendliness, and Reliability. This new platform needed to be flexible enough to include future potential partnerships, modular enough to provide a diverse set of franchisees with a library of affordable print-on-demand materials, and thoughtful enough to bridge the disparities between aspirational branding and the reality of the Travelodge experience.



The resulting campaign shifts Travelodge’s key messaging from a focus on their accommodations to the end-goal of a stay at Travelodge: the freedom to pursue the indescribable experience of adventure – whatever ‘adventure’ means to you.

The new campaign utilizes photography that shows people in a range of aspirational outdoor situations like eating ice cream at a city festival or leaping off of a dock into the beautiful blue ocean to tell the story of Travelodge as a stop along the road to adventure.

Travelodge’s recent partnership with the National Parks Conservation Association has given them access to a large archive of national park imagery that can also be integrated into their materials.

The new campaign also utilizes some simple iconography and silhouettes to tie the look together into something that is instantly recognizable, from a tiny web banner to a giant billboard.