Following the success of the W Hotels rebranding, a new project based on the W ethos was launched. Closely working with Starwood Hotels & Resorts to conceive an entirely new hotel experience for the select service market, from creating the name itself, to conceptualizing the brand’s overall direction, to creating a comprehensive style guide for all visual materials.
Besides developing the brand identity, I lead the team to create a fully integrated campaign that includes marketing/promotional materials, social media marketing, brand videos, in-hotel collateral, online identity, even the Aloft Hotels brand song.
The overwhelmingly positive customer feedback has proved we’ve established Aloft in the global hospitality market successfully. Launched in 2008, there are already 180+ Aloft Hotels around the world.