Hawthorn is a newer entrant into the extended-stay market. nm+u developed a clear and undeniable portrayal of the brand as what it is… a long-term solution for long-term stays.
Where the competition uses “home” references, which aren’t necessarily true considering that nothing is really like home except for home, Hawthorn does not. Hawthorn instead uses “moving in” as an analogy for this same concept, but breaks down the cliché into something more relatable and in all fairness, true. And with the clarity and focus of the tagline “Extended Stay. Extended Comfort.”, there is no confusion to the consumer about who this product is best for.