Project Description

Project Description

Howard Johnson, an established economy hotel chain with over 400 properties around the world, tapped NM+U to undertake a comprehensive visual refresh to better align its “Happy” positioning with its original roots and heritage as a roadside hotel brand while elevating the overall sophistication of the brand.

Branding 100%
Positioning 100%
Print 95%
Digital 90%
Social 100%


The agency conducted a comprehensive discovery exercise to identify key elements from Howard Johnson’s heritage and value proposition as well as opportunities for differentiation within the competitive set.


  • The new Howard Johnson brand feels true to itself, is contemporary and sophisticated while still appealing to the road traveler.
  • The brand’s blue and orange color palette was leveraged in order to maintain the “happy” attribute of its positioning.
  • A unique visual style was developed using elements that pay homage to the brand heritage.

Deliverables Included:

  • Overall brand look and feel
  • Comprehensive advertising template library: print and digital
  • New website user interface re-skin
  • Comprehensive in-house collateral materials library

Conceptual Design Samples