PROJECT NAME

Hyatt

COMPANY

Muse Brands

PROJECT DESCRIPTION

My agency was commissioned by Hyatt Regency to create a new brand platform and implement the global guidelines that would consolidate their existing marketing collateral and provide a benchmark for quality and consistency across all communications at all properties worldwide. Inspired by the brand logo shaped, a groundbreaking design system was developed, to reinforce the space for meaningful connections and enrichment. And at the center of this was the ‘hive’–an intriguing and multi-layered brand device that serves as an exciting visual metaphor for the guests’ journey with flexibility and uniqueness.

This brand platform was introduced with the largest campaign in Hyatt Regency’s 50 year history—‘It’s Good Not to Be Home’ that served as a dynamic representation of the guests’ journey through the Hyatt Regency experience.