I was part of 22Squared team of designers hired for the rebranding of the Renaissance Hotels and other Marriott properties. The project took a little over two years. As one of the lead designers, I was charged with redesigning a wide spectrum of pieces ranging from on-property customer touch points to sales collateral. Everything got redesigned. Down to the shampoo bottles.

Renaissance Hotels Rebranding Background

Renaissance Hotels & Resorts is the only quality-tier lifestyle brand designed as a place to return to at day’s end to chill, engage others and experience the micro-local scene. Renaissance guests enjoy access to new experiences inside and outside the hotel, and be ever-changing, always moving and surprising, so they “Stay Interesting.”

Renaissance guests are a unique breed of traveler. Intellectually curious. Always looking for something new. Seeking something different. They are Discoverers. They see business travel as an opportunity. A chance to break from their daily routine. A time to collect some interesting stories to take home as souvenirs.

Renaissance Hotels Rebranding Visual System

The paraph is an integral part of the Renaissance Brand Voice.  The paraph is derived from the icon within the Renaissance brand logo. The paraph is always cropped, and never shown in its entirety. It is used in different ways across applications, but in all cases it is used as a defining visual element for the brand.

Paraph

Images of textures and patterns support the “Stay Interesting” strategy by activating the senses and feeding the guest’s sense of curiosity. The are intended to capture textures or patterns that exist within objects around the property or unique to the location.

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