Extended Stay America pylon sign

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.

Extended Stay America logo
Extended Stay America logo sketches
Extended Stay America monument, pylon and building signs
Extended Stay America key card
Extended Stay America door hanger
Extended Stay America grab-and-go breakfast and coffee station
Extended Stay America placards promoting free wi-fi and housekeeping services
Extended Stay America sales kit
Extended Stay America lobby
Guests enjoying the Extended Stay America lobby and complimentary coffee
Extended Stay America posters
Extended Stay America guest room
Extended Stay America property brochure
Extended Stay America shuttle van
Extended Stay America highway lodging sign