The challenge with refreshing the SPG brand was how to create a branding system that could be subtle and strong while binding all of Starwood’s 9 hotel design-led, lifestyle brands together.

BRAND DESIGN STRATEGY

Strong enough to stand alone while flexible enough to live with 10 other brands

The challenge was to create a visual language system that at times could be strong enough to stand on its own creating a unique brand presence but also work with the 9 other Starwood brands. Given the diverse brand landscape of the Starwood brand portfolio, this was a significant challenge as sometimes SPG does its own unique advertising, sometimes it does co-op advertising with one or multi Starwood brands and it always appears in the lobbies and rooms of the hotels. The solution was to a visually simple system that allowed for strong and iconic graphic elements that could be used in varying strengths depending on the context in which it would appear.

LOOK AND FEEL

Designing a system beyond the logo

Change the color to match your brand or vision, add your logo, choose the perfect layout, modify menu settings, add animations, add shape dividers, increase engagement with call to action and more. Change the color to match your brand or vision, add your logo, choose the perfect layout, modify menu settings, add animations, add shape dividers, increase engagement with call to action and more.

BRAND TOUCHPOINTS

Re-designed collateral system

The base visual elements were then used for a complete design refresh so all brand touchpoints. The isometric formed the core of the visual language which was simple enough to be very adaptable but unique enough to create a strong visual language.

PHOTOGRAPHY

Medium length display headline

Change the color to match your brand or vision, add your logo, choose the perfect layout, modify menu settings, add animations, add shape dividers, increase engagement with call to action and more.

WEBSITE

The best engineered website

Over a 9 year period, I designed 2 different generations of SPG.com, which has consistently been recognized as the best hotel rewards site. The latest incarnation combines the new visual language with a user experience centered around modular design to make it as flexible and customizable as possible. See the case study for SPG.com here.

MOBILE APP

The best telecommunications mobile website

The SPG app was the first app ever to utilize state-aware technology, creating an interface that unites all nine of Starwood’s distinct lifestyle brands and its nearly 1,200 hotels and resorts; and adjusts the app’s look, feel and content depending on whether the user is planning, en route or already checked in to a specific hotel. The app has a lifetime average of 4.75 stars out of 5 and the last 6 versions have a full 5-star review from guests. See the complete case study for the SPG app here.