Westin Hotels and Resorts

Rebrand

Project Components

Logo Design
Brand Design
Print Design
Digital Design
Promotional Design

Westin Hotels and Resorts · Binny’s Beverage Depot · CorePower Yoga · Umbro · The Infatuation · Logos

Context

At current, Westin presents as a reliable hotel option with nice amenities and properties easily found around the world, although pretty standard in personality and design, and often a third of fourth choice in hospitality. The opportunity for the Westin brand is in establishing a category in which they come in first.

Objective

In its essence, a hotel is a place to sleep, and Westin offers the ultimate restorative experience, so no matter your reason for travel, you’ll have your best sleep at Westin. As an already global, established, and reliable brand, Westin will promote the ways in which it is uniquely positioned to connect people with place, as well as with one another. Because Westin Hotels and Resorts offer a best-in-the-world sleep experience, the new brand identity must evoke the qualities and benefits of a good night’s sleep while away from home.

Westin becomes a top name in hospitality by promoting the ways in which it is uniquely positioned to connect people with place, as well as with one another, through an incredible night’s sleep.

Westin is

clean, not sterile
cultured, not pretentious
intimate, not plush
curated, not contrived
luxurious, not opulent
minimal, not simple
convenient, not expected
fun, not frivolous

Primary concepts

Restoration

Westin allows you to make the most of your day and night through the restorative nature of a good night’s sleep, aided by their unique and proprietary Heavenly Bed.

Comfort

Through staff, amenities, menus, and design, Westin offers the most comfortable, warm, and welcoming experience no matter where you are in the world.

Discovery

As a global hotel brand, Westin becomes the portal through which guests are able to seek understanding and get connected to the people and places around them.