Suburban Studios Brand Identity
Introduction
Suburban Studios, an economy Choice Hotels brand with 70-plus locations across the United States, entered 2021 with aggressive growth goals and new property prototypes. To support this expansion, the company needed a cohesive brand identity, one that clarified its value proposition and gave developers and guests a clear picture of what the refreshed extended-stay hotel brand stands for.
Challenge
As a long-standing Choice Hotels flag, Suburban Studios competes in a crowded extended-stay space, requiring a careful balance between familiarity and modernization. The brand needed to retain its hard-earned recognition while evolving to meet today’s consumer expectations. NM+U identified three key branding priorities: to showcase Suburban Studios’ neighborhood-friendly personality, to communicate the brand’s promise of “just the essentials” for longer stays without overpromising, and to preserve the iconic roofline mark while clearly differentiating the visual identity from competitors.
Solution
NM+U delivered a comprehensive branding refresh anchored in a minimalist roofline silhouette and a sunrise-to-sunset motif, signaling a safe, comfortable roof over guests’ heads around the clock. Soft-edged typography reinforces a friendly, local vibe, while a bright, streamlined color palette conveys a welcoming atmosphere. Subtle line and dot patterns sare symbolic of weeks and days on a calendar being marked off for the amount of time a guest might spend during their long-term stay., underscoring the brand’s core message: “Longer stays, made easy.” The result is a modern, immediately recognizable hotel brand identity that supports Suburban Studios’ nationwide growth strategy.
Brand Identity & Brand Elements
Marketing Materials
Digital Templates
