Extended Stay America
Extended Stay America’s five hotel brands were not as well known as their competitors despite having nearly 700 hotels across 44 states. To increase awareness, the company focused on comfort and value, and rallied around a new strategy and brand positioning, “Everything you need, and a little bit more.”
A new logo and visual identity were created and their five brands were consolidated to one single, strong brand. The new identity was applied to their website, mobile app, signage, posters, property brochures, key cards, and vehicles. New amenities were introduced to enhance value and customer experience, including fully-equipped kitchens, free grab-and-go breakfast, free Wi-Fi, upgraded flat screen TVs, and free premium channels. The rebrand coincided with a company-wide renovation across all 700 hotel locations.
Deliverables: Logo, visual identity system, employee engagement materials, website, mobile app, vehicles, uniforms, brand identity guidelines.
Project role: Lead designer, implementation management. Developed at Prophet.