BRANDBRENT CLEMENS MAY 15, 2015 3.2.2OVERVIEW

2

PROJECT

The only retail-inspired boutique hotel that is flexible enough to change design elements in rooms and public areas throughout the year. They cater to world travelers who are looking for a mid-market priced hotel with high-end decor and thoughtful branding.

FLEXIBILITYHotel Indigo shows their flexibility by changing design elements on a seasonal basis.

SUSTAINABILITYMany of the Hotel Indigo’s are LEED certified.

MEANINGHotel Indigo’s are designed to captivate guests with the unexpected via sensory clues.

3

PROJECT

COHERENCEAlthough each Hotel Indigo is unique, it still carries the qualities of the parent brand, IHG.

COMMITMENTHotel Indigo worked with the pixelate8 design agency to refresh their brand and create brand guidelines and an online portal so that staff all over the world could use approved resources to make custom marketing materials.

VALUEHotel Indigo offers their guests thoughtfully branded common areas and rooms that are normally associated with higher-prices hotels.

PROJECT

“Innovation requires brands to be flexible.(Wheeler, 2012)

PROJECT

”

6

The only boutique hotel that practices sustainability by giving guests good choices in healthy foods, relaxing atmospheres, and neighborhood amenities.

SUSTAINABILITYCanopy Hotels offer their guests healthy and positive choices including bikes freely available for guest use.

MEANINGIt’s all about creating a positive stay for the guest with their “positively yours” culture.

COHERENCEGuests can continue to use their HHonors loyalty program at all Canopy properties.

COMMITMENTHilton has track record with building successful brands.

VALUECanopy hotels offer free Wifi, breakfast, local welcome gift, and an evening tasting of local beer, wine, and spirits.

AUTHENTICITYGuests have more choice and control than ever with extras like a mobile straight-to-room arrival.

With a "positively yours" service culture, hotel "Enthusiasts" will deliver a one-stop approach to front-of-house service.(Say Hello to Canopy by Hilton, 2014)

“”

9

The only lifestyle hotel brand that has the vision to think outside of the box with their marketing by creating a book featuring celebrities, producing a television show, and offering free daily events to guests and locals.

VISIONRenaissance has found some new ways to reach customers through print, TV, and events.

MEANINGRenaissance encourages their guests to live life to discover so their trip will transform into a journey.

COHERENCERenaissance guests can use the Marriott Rewards program at all locations.

COMMITMENTThe RNavigator collection of employees are people knowledgeable about their local communities.

VALUERenaissance offers free events at their hotels throughout the day including yoga, wine tasting, and live music.

AUTHENTICITYRenaissance hosts an annual Global Day of Discovery featuring unique experiences authentic to each location.

Big ideas...are sustained by organizations who have the ability to imagine what others cannot see...(Wheeler, 2012)

“”

12

Hyatt hotels is the only boutique hotel brand that has the authentic flavor of each location. Each hotel has its own branding as well as style and decor influenced by local artisans, materials, and traditions.

MEANINGYou’re more than welcome—this is the Hyatt Corporation mantra that is carried through all brands.

COHERENCEAlthough each Hyatt hotel is unique in its style and branding, some elements are carried through all of the hotels.

COMMITMENTHyatt provides a clear set of experience guidelines for each of their brands.

VALUEEach property provides guests with a curated guide and digital concierge.

AUTHENTICITYWhere Hyatt hotels differentiates themselves is through their unique branding at each property.

FLEXIBILITYEach Hyatt has a logo and iconography that can be customized to highlight the the uniqueness of each location.

Brand expression must be appropriate to the organization’s unique mission, history, culture, values, and personality.(Wheeler, 2012)

“”

ReferencesWheeler, A. (2012). Designing Brand Identity: An Essential Guide for the Whole

Branding Team, 4th Edition. Hoboken, NJ: John Wiley & Sons, Inc.

Oates, G. (2014, October 20). Can Hilton's New Canopy Brand Help Redefine Lifestyle Hotels? Retrieved May 13, 2015, from http://skift.com/2014/10/20/can-hiltons-new-canopy-brand-help-redefine-lifestyle-hotels/

Hospitality Net - The Branding Story Behind IHG's Hotel Indigo. (2004, November 30). Retrieved May 13, 2015, from http://www.hospitalitynet.org/news/4021425.html

Schaal, D., & Clampet, J. (2014, December 15). InterContinental Hotels Group to Acquire Kimpton Hotels for $430 Million. Retrieved May 13, 2015, from http://skift.com/2014/12/15/intercontinental-hotel-group-buys-kimpton-hotels-for-430-million/

Elliott, S. (2014, October 12). Renaissance Hotels Lives Up to Its Brand Name by Sponsoring a Book. Retrieved May 13, 2015, from http://www.nytimes.com/2014/10/13/business/media/renaissance-hotels-lives-up-to-its-brand-name-by-sponsoring-a-book.html?_r=0

Focusing on "local" helps a big brand feel boutique – Hyatt Hotels – Work – Interbrand. (n.d.). Retrieved May 13, 2015, from http://www.interbrand.com/en/work/51/focusing-on-“local”-helps-a-big-brand-feel-boutique

Neumeier, M. (2007). ZAG: The Number-One Strategy of High-Performance Brands. Berkeley, CA: New Riders.

Higley, J. (2014, October 15). Exclusive: Hilton adds Canopy lifestyle brand. Retrieved May 13, 2015, from http://www.hotelnewsnow.com/Article/14596/Exclusive-Hilton-adds-Canopy-lifestyle-brand#sthash.zHnlEgOC.dpuf

Inspirational Design Hotels | Discover Renaissance Hotels. (n.d.). Retrieved May 13, 2015, from http://renaissance-hotels.marriott.com/

Hotel Indigo. (n.d.). Retrieved May 13, 2015, from http://en.wikipedia.org/wiki/Hotel_Indigo

Hotel Indigo. (n.d.). Retrieved May 14, 2015, from http://www.ihgplc.com/index.asp?pageid=408

OUR BRANDS. (n.d.). Retrieved May 14, 2015, from http://hhonors3.hilton.com/en/explore/brands/index.html

Brands. (n.d.). Retrieved May 14, 2015, from http://www.marriott.com/hotel-development/marriott-brands.mi

HYATT - Overview of Brands. (n.d.). Retrieved May 14, 2015, from http://www.hyatttravelagents.com/cms.cfm?nPageNo=29694

About Hotel Indigo. (n.d.). Retrieved May 15, 2015, from http://development.ihg.com/web/development-amer/hotel-indigo

Hotel Indigo brand refresh. (2012). Retrieved May 16, 2015, from http://www.pixel8ltd.com/projects/branding-brand-implementation/hotel-indigo-brand-refresh

Brady, P. (2014, October 21). What to Expect from Hilton’s New Canopy Hotel Brand. Retrieved May 16, 2015, from http://www.cntraveler.com/stories/2014-10-21/what-to-expect-from-hilton-s-new-canopy-hotel-brand

Say Hello to Canopy by Hilton. (2014, October 15). Retrieved May 16, 2015, from http://news.hiltonworldwide.com/index.cfm/news/say-hello-to-canopy-by-hilton

Renaissance Hotels Kicks Off a Summer of Discovery. (2014, June 13). Retrieved May 16, 2015, from http://www.travelpulse.com/news/hotels-and-resorts/renaissance-hotels-kicks-off-a-summer-of-discovery.html

Oates, G. (2014, March 12). Renaissance Hotels' Big Push to Become a Leader in Experiential Marketing. Retrieved May 17, 2015, from http://skift.com/2014/03/12/renaissance-hotels-big-push-to-become-a-leader-in-experiential-marketing/

Hyatt Brand Guidelines. (n.d.). Retrieved May 17, 2015, from http://www.hyattdevelopment.com/brands/hyatt/brand_guidelines.html

Images

Hotel Indigo Boston-Newton Riverside lobby. (n.d.). [Online Image]. ]Retrieved May 15, 2015. http://www.ichotelsgroup.com/hotelmedia/repository/vfmleonardo/galleries/prod/media/medlib/imageRepo/4/0/61/657/363/BOSNT_2898052983_4554111498_S.jpg

Babin’s Bar. (n.d.). [Online Image]. Retrieved May 16, 2015 from http://www.ichotelsgroup.com/hotelmedia/repository/vfmleonardo/galleries/prod/media/medlib5/imageRepo/4/0/57/125/268/MSYIN_2296631259_1926308993_S.jpg

Hotel Lobby New Orleans Garden District. (n.d.). [Online image]. Retrieved May 16, 2015 from http://www.ichotelsgroup.com/hotelmedia/repository/vfmleonardo/galleries/prod/media/medlib5/imageRepo/2/0/53/132/990/MSYIN_1872303992_5904601910_S.jpg

Front Desk New Orleans Garden District. (n.d.). [Online image]. Retrieved May 16, 2015 from http://www.ichotelsgroup.com/hotelmedia/repository/vfmleonardo/galleries/prod/media/medlib5/imageRepo/2/0/53/132/974/MSYIN_1872343254_7559002003_S.jpg

Level 9 Rooftop Bar. (n.d.). [Online Image]. Retrieved May 17, 2015 from http://www.ichotelsgroup.com/hotelmedia/repository/vfmleonardo/galleries/prod/media/medlib/imageRepo/4/0/63/765/313/SANIS_3270583545_1475629880_S.jpg

Hotel Indigo San Diego-Gaslamp Quarter lobby. (n.d.) [Online Image]. Retrieved May 16, 2015, from http://www.ichotelsgroup.com/hotelmedia/repository/vfmleonardo/galleries/prod/media/medlib/imageRepo/1/0/32/634/50/WELCM_RCPT_08_S.jpg

Renaissance Hotels Logo. (n.d.). [Online Image]. Retrieved May 17, 2015, from http://www.marriottbrandworks.com/pdfs/learnit_pdfs/BR/Full_BrandStandards.pdf

Hotel Indigo logo. (n.d.). [Online Image]. Retrieved May 15, 2015, from http://vector.me/download/727583/hotel_indigo

Hyatt hotels logo. (n.d.). [Online Image]. Retrieved May 17, 2015, from http://image.hospitalityonline.com/e/stock/hyatt.png

Canopy by Hilton logo. (n.d.). [Online Image]. Retrieved May 15, 2015, from http://news.hiltonworldwide.com/assets/HWW/images/mediakit/Canopy_Logo_lg.jpg

Hotel Indigo brand guidelines. (n.d.) [Online Image]. Retrieved May 16, 2015, from http://www.pixel8ltd.com/sites/default/files/images/hotel-indigo-brand-guidelines/indigo0001s0014indigobrand11.jpg

Portland Pearl District Lobby rendering. (n.d.). [Online image]. Retrieved May 17, 2015 from https://us-east.manta.joyent.com/condenast/public/cnt-services/production/2014/10/15/543e92b169d5bb9d1d7e5d4f_Canopy%20Portland%20Pearl%20District_Lobby%20Rendering.jpg

Hotel Indigo Del Mar (n.d.). [Onine image]. Retrieved May 17, 2015 from http://ihg.scene7.com/is/image/ihg/hotel-indigo-del-mar-2532360325-4x3

Renaissance Malmo (n.d.). [Online image]. Retrieved May 17, 2015 from http://marriott2.typepad.com/.a/6a0128763ee05d970c0128771be8d5970c-pi

Hyatt Fisherman’s Wharf Lobby (n.d.). [Online image]. Retrieved from May 17, 2015 from http://fishermanswharf.hyatt.com/content/dam/Multimedia/hyatt/sfofw/737x415xLobby2_31460_med.jpg.pagespeed.ic.UYTCy4exwQ.jpg