Create a consistent identity for a branded collection of deliberately disparate hotels.

Andaz is a design-led brand experience, with a strategic imperative to be creatively compelling at every turn. Our intent was to craft a design idea every bit as shape-shifting, provocative and intriguing as the brand had license to be. We made the choice to own and amplify the design inconsistency of Andaz. Further, we transformed the goal from being consistent to being cohesive. This was a critical distinction that allows each Andaz hotel to be true to itself while unifying the collection as whole.

The design for Andaz permeated everything from brand books (which showcased and sold the brand to everyone from Wall Street to the housekeeping staff), to in-property collateral to the website. After sharing the brand book with Wall Street, the CEO of the parent company, Hyatt Hotels, said,“This is the first time anything has ever clarified and conveyed the power of this brand.” Client research showed that the design is a key driver of perceptions of Andaz as “a place for creative people” and that guest satisfaction with design increased 20% since our work took hold.