View Hotels is an Australian hotel group with a trio of locations in Brisbane, Sydney, and Melbourne, known for providing leading accommodations for those on-the-go. Eager to entirely reframe their brand and reposition themselves as a destination suited for a new cohort of travelers, they were in need of a new story, identity, and curated digital experience.
Brand Strategy & Positioning
Rethinking a global hotel group
View Hotels was looking to expand their reach beyond travelers of an older segment, but making the transition from one major audience to the next necessitated a market research phase to capture the facts and figures of the brand as it existed, while proposing the white space they could then step into next.
Brand Identity & Design
Telling the story of rebellious elegance
With solidified strategic points, we honed in on the new story View was looking to tell: that of a hotel that was rooted in an elevated, rebellious elegance. Through our work in strategic copywriting and design, we created a Brand Book that captured the very essence of the brand—from the lobby interiors and the decor inside each hotel room, to the check-in experience and the cheeky copy used throughout.
Art Direction & Collateral
The visual world of View Hotels
From logo usage and color specifications to the makings of the interior spaces, the overall creative direction draws from and is defined by the central element of elevated, rebellious elegance. It was important to create a clear system for the execution of logos and branding across locations, and we worked to ensure that the entirety of the hotel group was holistic and unified from one city to the next.
Content & Social Media Strategy, Editorial Production
Content that extends beyond checking in
The View Hotels DNA runs through the halls of each property, and the stories of each city help propel every hotel’s unique position within the market. Using social media and the blog section of their new website, we developed an editorial and social media program that highlights what makes the View experience rise above the rest, driving sales, sparking intrigue, and encouraging engagement across channels.
A seamless online experience from anywhere in the world
The original digital ecosystem for View Hotels was disjointed and lacked clarity in terms of collective storytelling. We built an extremely user-friendly website for visitors to book, find other locations, and see the collective hotel group all at once. Visitors can go to individual hotels seamlessly through a clean and cohesive online experience.