ANDAZ BRAND BOOKS by BBDO New York for Andaz Hotels

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ANDAZ BRAND BOOKS

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Industry Hotels & Resorts
Media Design & Branding
Market United States
Agency BBDO New York
Copywriter Mark Wegwerth
Released March 2010

Credits & Description

Category: Publications & Business Communications
Advertiser: ANDAZ HOTELS
Product/Service: HOTELS
Agency: BBDO NEW YORK
Date of First Appearance: Mar 1 2010
Entrant Company: BBDO NEW YORK, USA
Chief Creative Officer: David Lubars (BBDO New York)
Design Director: Craig Duffney (DesignWorks at BBDO)
Creative Directors: Chris Cole/Mark Wegwerth (DesignWorks at BBDO)
Designers: George Katz/Sheila Cannon (BBDO New York)
Copywriter: Mark Wegwerth (BBDO New York)
Account Team: Emmet Breen/Autumn Tuthill/Robin Quill (BBDO New York)
Media placement: Hotel Brand Books - Andaz Hotels - 1 February 2010

Describe the brief from the client
Create a consistent identity for a branded collection of deliberately disparate hotels.

Describe the challenges and key objectives
Andaz is not a brand defined (or confined) to the realm of hotels, and aspires to a higher calling: to create “venues that propel creative lives.” Designed to be the places to crash, work and play for “Professional Bohemians” - the global creative class who constantly crave inspiration from unconventional places. The brand feeds these creative souls with its deliberate inconsistency. Developing a piece that would command the attention and even inspire these people while reconciling the inherent “inconsistency” among the hotels was the chief objective and a daunting challenge.

Describe how you arrived at the final design
Andaz is a design-led brand experience, with a strategic imperative to be creatively compelling at every turn. Our intent was to craft a design idea every bit as shape-shifting, provocative and intriguing as the brand had license to be. We made the choice to own and amplify the design inconsistency of Andaz. Further, we transformed the goal from being consistent to being cohesive. This was a critical distinction that allows each Andaz hotel to be true to itself while unifying the collection as whole.

Give some indication of how successful the outcome was in the market
The design for Andaz permeated everything from brand books (which showcased and sold the brand to everyone from Wall Street to the housekeeping staff), to in-property collateral to the website. After sharing the brand book with Wall Street, the CEO of the parent company, Hyatt Hotels, said,“This is the first time anything has ever clarified and conveyed the power of this brand.” Client research showed that the design is a key driver of perceptions of Andaz as “a place for creative people” and that guest satisfaction with design increased 20% since our work took hold.