Challenge
As part of our multi-year partnership with Wyndham Hotels & Resorts, we developed a distinctive identity for Trademark Collection, a soft-branded portfolio of independent upper-midscale hotels. Our goal was to create a system that unified all locations under the Trademark Collection brand, while allowing franchisees to express the unique personality of their properties. In addition to a logo and property lockups, we created on-premise collateral, advertisements, and digital and social materials.
Solution
We used elegant lifestyle photography, map textures, and instant photo-frame elements to emphasize special moments: in time, place, and memory. The brand “seal” evokes the stamp on a passport, and connects to the spirit and individuality of travel in general — and the Trademark Collection in particular. The creation of clear brand guidelines provided space for independent hotel owners to maintain their personality while leveraging Wyndham’s scale and marketability.
