Revitalizing a brand to better resonate with next generation owners

  • Ongoing Brand Development
  • Identity


Microtel by Wyndham came to us for help launching their new hotel prototype. The overarching goal was to evoke confidence in the minds of developers and second-generation hoteliers that Microtel’s refreshed prototype and rooms would improve the value of their investment. This effort was part of a larger repositioning of their brand, and included a naming assignment followed by a comprehensive launch campaign.


Our naming exploration culminated in “Moda” — inspired and motivated by the modern, value-engineered design. Running alongside the naming project, we developed a launch campaign, including the design of a custom Microtel Moda LEGO® set, the creation of a MagiCube promo item for the global Wyndham conference, and the development of trade ads, booth graphics, digital assets, and promotional emails. Since the successful March 2019 launch of Microtel Moda, more than a dozen hotels have signed on to build their properties using the new prototype.

This does not constitute an endorsement of any kind.


View our work.