W hotels evolution

Positioning
Tone of Voice
Brand Identity

W Hotels wanted to refresh their positioning, visual branding and tone of voice to reflect the needs of an evolving target audience, while staying true to their inherent energy and bold, irreverent attitude. The rebranding was carried across all touch points, from developing a unique image library to updating all in-room collateral, advertising and marketing assets.

Created at Starwood Hotels in collaboration with Ravi Hampole, Hesper Desloovere Dixon, Niko Skourtis, Michelle Pais, Lisa Fisher and Hayley Kaufmann.