Challenge
Baymont Inn & Suites came to us for a brand refresh that would highlight their “hometown hospitality” story for a new audience, and unified collateral for franchisees.
Solution
We started by developing a unified brand voice, tone, and visual identity that would speak directly to guests and provide franchisees with a clear point of differentiation for their properties. “Come on in—so glad you’re here,” became the tagline and cornerstone of the creative development for this hotel next door. Warm, inviting textures; bright, primary colors; and reference to the welcome flag from the Baymont logo evoke the brand promise of genuine, down-to-earth-service. We brought this story to life through on-premise collateral that aims to foresee the needs of guests, and hotel brand ads that reinforce the sentiment of welcoming people in. We also wrote, shot, and oversaw production for a series of digital and radio ads that helped to solidify the new brand direction. The welcoming design and story motivated the brand team to create a Baymont Welcome Kit — distributed to the staff at every Baymont hotel with the goal of bringing the brand story to life on premise.
