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New York City based creative leader with an inclination for holistic design thinking, colorful solutions, and the Oxford comma.
Loews Hotels Rebrand
Loews Hotels
Loews Hotels owns and operates luxury hotels in major cities throughout the United States and Canada. The company launched a rebrand in early 2017 in an effort to raise their brand equity within the hospitality industry. Loews aspires to bring the humanity back to travel by creating an authentic sense of place and belonging at every property.
I led the redesign of all Loews Hotels collateral under their new brand. The items below are a sampling of a much larger scope of work to showcase how the new brand assets were rolled out across a variety of collateral. Some items are generic, and are used across all properties, while others are city specific, often incorporating brand photography, which is evocative of the property’s location.
As part of the rebrand we created a set of icons highlighting various hotel features and offers for use on the Loews Hotels website. These then shaped the look and feel for all additional iconography used across digital and print mediums.
Select examples of redesigned operational materials are shown below, including new key cards and sample in-room dining menu spreads from the Loews Coronado Bay Resort.
Below are samples spreads from the redesigned Loews Hotels overview report used by the development and aquisitions team.
Below are examples of redesigned sales collateral including a bi-fold brochure for the Loews Vanderbilt Hotel in Nashville, and a foldout piece featuring the entire Loews Hotels portfolio.
In addition to the standard sales collateral, properties had requests for more custom items. For example, the Loews Santa Monica Beach Hotel requested designs for a vinyl record gift given to guests that stayed at their newly designed Boho Suite. The imagery, colors, and handrawn typography were selected and created to reflect a southern California vibe, supporting the theme of the album’s tracks, and the suite’s design, while still reinforcing the overall Loews Hotels brand.
Below are examples of redesigned food and beverage collateral, including drink coasters with cocktail recipes that were featured at a special event, and select spreads from an extensive event catering menu for the Loews Hotel 1000 in Seattle, which was created in both, print and digital flip-book versions.
We also redesigned our internal communications collateral, like the blood drive promotion below, to ensure that team members were seeing correct applications of the brand, and in turn could become advocates for the brand going forward.
Art Direction and Design: H. Chong