HOSPITALITY
HOTEL RL
Creating a Pacific Northwest-inspired brand with a big heart
Brand Creation • Style Guide • Brand Programming • Marketing Collateral • OS&E • In-Room Materials • On-Property SignagE • Trade Show MaterialS • Photography • Developer Materials • B2C | B2B Marketing
Pacific Northwest-based Red Lion Hotels Corporation (RLHC) is a major player in the hospitality industry. When they came to RDA, they were looking to expand their portfolio with a new upscale brand inspired by their hometown roots. Ultimately, we ended up creating not just a hotel brand, but an original line of amenities, a non-profit initiative, a national event series and more. But it all started by creating an authentic brand.
DEVELOPING THE BRAND BIBLE
In order for Hotel RL to exude Pacific Northwest vibes, we needed to define what the Pacific Northwest feel actually was. After doing a deep dive into the region’s culture, we decided that the brand should feel creative, curious, authentic, laid back and caring. We then built the brand bible to bring those defining characteristics to life.
SETTING THE TONE THROUGHOUT THE GUEST JOURNEY
From check-in to check-out we wanted to imbue guests with the spirit of the Pacific Northwest. We partnered with Seattle-based Victrola Coffee so guests could wake up with a genuine cup of PNW coffee. But we went one step further and created a café in the lobby as a signature element of Hotel RL. Beyond coffee, we hung original art on the walls, offered free bikes to borrow, games to play in the lobby, built a stage for live performances and so much more.
BUILDING BUZZ ON THE STREET
To build awareness, we decked out a food truck in Hotel RL branding and drove around the streets handing out free cups of Victrola Coffee.
DESIGNING THE COLLATERAL
To bring the vision to life, we carefully considered every piece of hotel collateral. Napkins featured hand-drawn patterns. We wrote original short stories and put them on keycards and coffee cups. We left no stone unturned to fill the hotel space with authentic Pacific Northwest vibes.
ENHANCING THE GUEST EXPERIENCE WITH ORIGINAL AMENITIES
Among the many charms of the Pacific Northwest is its appreciation for original small batch goods. That’s why we decided to create Cascadia Soapery, our own brand of bath amenities featuring unusual scents. The response to these products has been so great that RLHC has introduced it to their other upscale brands.
LIVE EVENTS ENGAGE GUESTS AND LOCALS
A feature in every Hotel RL lobby, The Living Stage hosts thought-provoking talks and live concerts. Creating a sense of community where guests and locals can interact, these performances are streamed and recorded so anyone who is curious can watch.
LAUNCHING A PHILANTHROPIC INITIATIVE TO BETTER THE COMMUNITY
We wanted Hotel RL to be more than just a hotel. We wanted it to be a pillar of the community. To that end, we created Project Wake Up Call, an initiative to end homelessness one new hotel opening at a time.
HOTEL RL TAKES OFF
In less than a year from inception, the Hotel RL concept was fully developed, with the first property opening its doors in Baltimore. Additional properties have now opened in Brooklyn, Washington, DC, and Salt Lake City among others.
