Westin
Hotel Branding for 30+ Countries
Challenge
Owning Wellness Around the World
Westin Hotels & Resorts was an early leader in wellness. They asked us to discover what that word meant to guests and how their hotels could own it visually and verbally.
Insights
Wellness is Well-Being
Our global research taught us how upscale travelers think of wellness: We discovered that wellbeing is a better term. We also learned that wellness is personal – everyone has different needs: Beyond a good sleep, delicious, nutritious food, and a calming environment, people also want a wealth of good choices so they can select what they need to “stay well.”
Results
Customer Loyalty Translates to Global Expansion
We created a visual identity and distinctive voice across the brand experience so that everything the guest touches conveys the wellness message. Our hotel branding set the foundation for all communications and digital experience, contributing to the expansion of properties around the world.
Before
After
“I could not have been more impressed with your strategic insight, creativity, and commitment to the project throughout its duration.”
—Nancy London, Vice President, Global Brand Leader, Westin