TRYP By Wyndham Brand Refresh

TRYP by Wyndham Brand Refresh

Introduction

TRYP by Wyndham is a lifestyle limited-service hotel brand with properties across the Americas and Europe, and a growing footprint in other global markets. Known for its city-centric hotels that serve as a convenient base for travelers to explore urban destinations, TRYP needed a refined approach to reflect its evolving brand positioning. NM+U was brought in to lead a comprehensive brand refresh that would clarify messaging, strengthen identity, and support growth.

Challenge

The brand engaged NM+U to create a full creative strategy and messaging platform that would align with TRYP’s new positioning. In addition to this strategic foundation, TRYP needed to better highlight its key differentiators, including its global appeal, well-located urban properties, and integration with the Wyndham Rewards loyalty program. The goal was to establish a unified brand identity that could scale across diverse markets while remaining consistent and relevant.

Solution

NM+U conducted a detailed analysis of the TRYP brand, its competitive set, and its target audience to identify an authentic, differentiated positioning. The resulting creative platform, centered around the tagline “Powered by the City,” showcases a collection of inviting, city-centric properties that offer contemporary accommodations, vibrant social spaces, and a dynamic sense of place.

This refreshed brand identity brings together the lifestyle hotel experience with a tone and look that reflects TRYP’s urban energy and international character—supporting both brand consistency and market relevance as the brand continues to grow globally.