The brand engaged nm+u to develop a comprehensive creative strategy and messaging platform to support its new “Inspire Discovery” positioning. Additionally, nm+u was asked to clearly highlight the brand’s key selling attributes including the uniqueness of each location, their comprehensive facilities and its incorporation into the Wyndham Rewards loyalty program.

As a soft branded hotel chain, the challenge was to create a highly recognizable brand, while also leaving room for the individual properties to shine through. Two main elements were created to do so. First, the Kaleidoscope effect which is not only eye-catching and memorable, but also means any photo can become a work of art. Secondly, the primary color palette includes grey + the lead color of the property logo. The ultimate result is one of a beautiful, cohesive painted picture across the whole portfolio while still allowing each property their showcase.