HOSPITALITY
SIGNATURE & SIGNATURE INN
Bringing back the Golden Age of Travel
Brand Strategy & Branding • Naming • Logo Design • Brand Creation • Tagline Creation·Style Guide • OS&E • Signage·Sales Collateral • B2B Marketing • Print • TradeShow Materials • Developer Materials
Remember the days of drive-in theaters, drive-thru windows and drive-up motels? When a great vacation meant packing your tan and white Spectators, a straw fedora and a Hawaiian shirt? With Signature, we brought back those golden days and reinterpreted them for modern travel from the ground-up.
DEVELOPING THE IDENTITY
When we began to brainstorm ideas for the Signature identity, we asked ourselves one question: If the drive-up motels of the ‘50s were created today, what would they be like? Ultimately, we landed on a hotel identity that was bright and colorful. Stylish. Eccentric, but familiar—a place where you immediately feel at ease and inspired the moment you walk in.
Having identified the core traits, we moved on to the development phase where we drafted the brand positioning, core values, logo design, brand patterns and textures, style guide and more. Getting the details just right (down to the specific alarm clocks in guest rooms) was key to establishing a brand that could be translated from vision to real life.
BREATHING LIFE INTO THE WORLD THROUGH COLLATERAL AND SIGNAGE
With the identity fully developed, creating all the on-property material came next. Using modern branding sensibilities inspired by retro aesthetics, we designed everything from the exterior signage to the keycards, posters and more—basically, if it bears a Signature logo, we created it.
LAUNCHING THE CONCEPT
For the final touch, we developed B2B presentations and trade show experiences to help RLH Corp. successfully sell the concept to developers. The first updated Signature opened in San Francisco in 2018 with more being planned for the future.
EVOKING AUTHENTICITY WITH BRANDED TOUCHPOINTS
Travelers today have wised up to brands that fail to deliver the promises they make. To that end, we considered every area of the property and developed branded touchpoints that would help reinforce the feeling of a modern-retro experience. Everything from the paint in the parking lot, the art showcased, lobby features and guest room accessories (including an Astroturf doormat) was carefully chosen to immerse guests in the quirky world we like to refer to as Outside Ordinary.
