Extended Stay America
Extended Stay America’s five brands were not as well known as their competitors in the extended stay category, despite having 700+ hotels across 44 states. With increasing competition, the company worked to focus on customers looking to stay for an extended period of time (five days or more). They rallied around a new strategy and brand positioning, “Everything you need...and a little bit more.”
For greater consistency, the company’s five brands were consolidated to one strong brand. A new logo and visual identity system were developed, with applications including signage, posters, property brochures, key cards, and vehicles.
New guest amenities were introduced to reinforce the brand positioning, including free grab-and-go breakfast and free Wi-Fi.
After the launch of the new brand, revenue per available room increased to 2 times the category average.
Deliverables: Logo, visual identity system, employee engagement materials, brand identity guidelines.
Project role: Lead designer, implementation management. Developed at Prophet.