Project Description

PROJECT / Rebranding

Project Description

Sysco Guest Supply is the world’s largest supplier of hotel amenities and a global leader in other key hotel supply areas such as linens, furniture, fixtures and equipment. NM+U was engaged to re-brand Guest Supply with two clear objectives:

  • Position it as a credible supplier option for luxury and independent hotels who tend to prefer more “boutique” suppliers.
  • Leverage the power of the Sysco brand while also leveraging Guest Supply’s own heritage and focus.
Strategy 100%
Print 95%
Digital 90%
Copy 95%
Social 50%


The agency conducted a comprehensive discovery exercise to identify key business needs. This included an in-depth review of existing strengths and weaknesses, a thorough review of past communications and a detailed look at future marketing and sales goals. After this, the agency focused on crafting a focused positioning and messaging strategy that was directed at business growth and stability. An updated look and feel was then created to support this refreshed mission in a consistent and contemporary manner.


  • The brand’s 360 degree update has re-invigorated both employees and clients, reminding them of their position as market leaders.
  • The consistency among all collateral and communications has added a layer of sophistication, and ease-of-reference across their 100’s of yearly touchpoints.
  • The multiple service lines of the brand are much more clear, easily distinguishable, and easy to market due to clarity of vision and messaging.

Deliverables Included:

  • Overall brand look and feel
  • Comprehensive advertising campaigns
  • Comprehensive in-house collateral materials library
  • Comprehensive consumer messaging materials library
  • Package design
  • New website

Design Sample Details