Hyatt hotels & resorts
Hotel Brand Identity System | Advertising | Guest Communications | Website Mastheads | Digital Banners | Airport Billboards | Hotel Suite Floor Plans | Graphic Icons | Gift Card Design | Onsite Property Signage | Large-format Tradeshow Booth Posters | Hotel In-Room Materials | PPT Presentations | Sales Collateral | B2B Fact Sheets
Travel The World
Hyatt is one of the world’s top hospitality companies with 13 brands, making up over 700 properties in more than 50 countries. Their brands fall into the Luxury, Wellness, Premium, Lifestyle, Modern Essentials, Vacation Ownership, and All-inclusive spaces.
Unified Brand Experience
I had the opportunity to design countless projects for each of their brands, spanning print and digital advertising, a full hotel identity system rebrand, guest and exclusive membership communications, promotional pieces, web and video assets, and in-room materials.
The overarching goal was to promote Hyatt properties to potential consumers and loyal guests, ensuring consistent messaging and a unified brand experience. Shown are just a few sample projects. Please see below each for more details.
Hyatt Place - Brand Identity Redesign
After 14 years, Hyatt Place was ready to redefine their identity, based on a new set of company values. Their new positioning is a select service hotel destination that caters specifically to business professionals—aka "road warriors." These road warriors travel out of necessity, balancing priorities, while looking for value, productivity, functionality and speed in a clean, quiet, safe environment that’s also comfortable and casual.
Their previous brand identity—a whimsical and playful approach with fun colors and graphics—was no longer fitting. In order to match their new positioning, Hyatt Place needed a more sophisticated, higher-end look and feel. I was tasked with rebranding the entire visual identity system from scratch, and excited about the challenge of creating a strategy that visually reflected the new direction.
Lobby/elevator poster, illustrating Hyatt Place’s new p.m.-focused, bar-focused direction.
Modular, Functional Brand Identity System
My goal was to create a clean, functional, and contemporary aesthetic, without being trendy. I felt the solution needed a classic, timeless feel that’s also modern, stylish, and versatile. To illustrate my vision, I crafted a detailed design direction, which included inspiration, carefully selected typefaces and treatments, color palette, and guidelines about graphic compositions and photography usage.
Following the strategy document, I designed actual hotel pieces to demonstrate how the system is adapted to real-world applications. Shown here are breakfast and meeting menus, guest room keycard and sleeve, lobby/elevator poster, and rack card, as well as strategy and brand guideline documents.
Meeting Menu.
Room keycard and sleeve.
Initial rough exploratory sketches for Hyatt Place.
Brand style sheet.
Brand color and typography guidelines.
Rack card front & back.
Breakfast menu.
Visual identity strategy document.
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Andaz - Hotel Collage Posters
LE Miami is a highly curated marketplace where contemporary travel brands meet high-level buyers. It's a unique chance for Hyatt Andaz to connect with the community of forward-thinking travel professionals for new opportunities.
For the 2018 LE Miami luxury travel advisor tradeshow, I composed 12 large-format booth posters for Andaz properties, based on their dynamic, geometric collage system. The posters highlight individual international and domestic hotels, while adhering to brand standards and property-specific color palettes. Each single or combined collage showcases local art, lifestyle, unique hotel features, and property photography.
I designed the all-new three-property collage system for both full and half studio sizes, based on the single-hotel format. Additionally, I selected the color palette for the new Andaz Vienna property opening in 2019. Shown here are one, two and three-property collages, as well as booth reference images for scale.
New 3-property collage, showcasing Andaz Munich, Abu Dhabi, and the upcoming Vienna location.
Full-size booth reference image.
New 3-property collage for half-studio size, showcasing Andaz West Hollywood, Napa, and San Diego locations.
Half-size booth reference image.
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Grand Hyatt - Kochi Bolgatty, Opening Advertisements
The city of Kochi is a key leisure market in India, and a prominent tourist destination in the country. Grand Hyatt had a new location scheduled to open on Kochi’s historical Bolgatty Island. Leveraging the “Go Grand” ad campaign, my goal was to create full-page ads that introduced Grand Hyatt Kochi Bolgatty to the local Indian and international markets, building awareness and consideration among target consumers.
Three ad directions were created for three different targets – 1) Grand Escape, inviting couples to luxury and iconic Kochi, 2) Grand Beginnings for weddings and other lavish celebrations, and 3) Grand Meetings for business events and meetings. Shown below are several ad executions for each.
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Park Hyatt - Suite Layouts and Graphic Icons
Visual floor plans are important sales and communication tools used by travel agents and hotel reps to promote luxury suites to high-end consumers. With close to 800 different Hyatt properties in over 50 countries, it's understandable that sometimes inconsistencies develop across brands. When this happened with Hyatt’s architectural floor plans, it became an issue for comparing and contrasting different suites with consumers.
To resolve this, I was tasked with building suite layouts, based on architectural drawings and suite feature and amenity forms. The goal was to create floor plans in a streamlined manner to maintain consistency across all properties. Park Hyatt was the pilot brand to kick off the initiative, and we began with 12 suite categories at the Paris Vendome location.
While building the layouts, in addition to composing the complex suite structures, it was apparent that the current icon set was incomplete. To communicate all key components and highlight some important features Hyatt wanted to promote–such as treadmill, computer, and jacuzzi bath—I created 12 new icons that mirrored the style and identified those missing details. Shown below are the new icon additions and several of the suite layouts.
12 new icons I created to complete the set.
Full icon set, including my additions.
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Multiple Brands - Hyatt Has It cards
Often Hyatt creates guest room communications that need to be rolled out to each of their brands. An example is the Hyatt Has It card, which informs hotel guests about personal necessities, tech accessories, and family essentials that are available to buy or borrow.
I was tasked with designing the Hyatt Has It cards for multiple brands. The goal was to clearly and simply communicate the message in a style that adheres to the look and feel of each respective brand. Shown below are Hyatt Has It card designs for Andaz, Hyatt, and Hyatt Centric properties.
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Ziva/Zilara - Digital Banner Ads
Ziva and Zilara represent Hyatt’s all-inclusive resort brands in beautiful Mexico and Jamaica. Zilara is an adults-only resort on the Caribbean Sea, while Ziva is a kid-friendly escape for the whole family.
For both summer and fall promo campaigns, I composed seven different digital banner ads for each of six Ziva and Zilara properties, as well as the Ziva/Zilara dual-brand offer. Each ad set followed brand guidelines and campaign format, and featured ownable photography, focusing on the Hyatt space and experiences. Some highlighted family or couple activities; others emphasized hotel features.
Shown are a handful of horizontal and vertical banner ads for four of the locations.
Hyatt Zilara Cancun.
Hyatt Ziva Rose Hall.
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(Andaz)RED - Digital and Print Assets
The Andaz brand teamed up with (RED) to promote positive social change. A portion of sales from products and hotel experiences support (RED)’s fight against AIDS. I had the opportunity to work on various digital and print assets for the campaign, including brand and property-specific site mastheads, an outdoor printed billboard at LA airport, digital display banners for Chicago O'Hare airport, as well as hotel on-property signage.
Using existing brand guidelines and graphics, the goal was to promote Andaz and the London property via benefits of the (RED) initiative, architectural and interior designer Sir Terence Conran, and compelling modern luxury suite photography. Shown here are some samples.
On-property signage.
49' x 15' outdoor billboard.
Brand site masthead.
Brand site masthead 2.
Property site masthead.
Digital display banners/billboards for O'Hare airport.
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Hyatt - Gift Cards (print & digital)
I designed 15 Hyatt hotel gift cards, categorized by various themes—spa, golf, summer, winter, fall, valentine’s day, holiday, and winter wedding. The project included an extensive image selection, adhering to Hyatt ownable photography guidelines.
The goal was to differentiate Hyatt from competitors and capture as many of the four photo element areas as possible—Hyatt Space, Hyatt Experience, Location, and People—with a focus on Space and Experience.
Additionally, I created gift card designs specifically for Hyatt Regency hotels, featuring the luxurious Oasis adult swimming pool. Shown are several of the print and digital e-gift cards for Hyatt and Hyatt Regency.
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