Overview

Hyatt Regency is Hyatt's flagship hotel brand of mid to large scale premium hotels targeting both leisure and business travelers, worldwide. Hyatt Regency is a place where dynamic interactions—from quick coffee dates and shared culinary experiences, to meetings and special events—fuel the energy in its spaces.

 

Challenge

Hyatt Regency had launched a new logo in 2014, but it lacked a comprehensive and meaningful design system to be applied globally. Rai and his team were commissioned in 2015 to create a new brand platform and to implement the global guidelines that would consolidate their existing marketing collateral and provide a benchmark for quality and consistency across all communications at all properties worldwide.

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Solution

Inspired by the brand logo shape, a ground-breaking and energizing brand system has been developed, to reinforce the brand as a space for meaningful connections and enrichment. An intriguing and multilayered brand device that serves as an exciting visual metaphor for the guests' journey, with flexibility and uniqueness. The Hive is a dynamic visual representation of our guests’ journey through the Hyatt Regency brand experience. The resulting work for Hyatt Regency provides guidance on design elements, imagery, logo applications, typography as well as the brand’s digital and offline presence. A comprehensive series of brand guidelines were provided, allowing Hyatt to effectively communicate the same tone of voice and visual presence with multiple audiences, worldwide.