Making an old hotel brand feel like new

Brand strategy
Branded website content

Hilton’s family of hotel brands wasn’t working together in a logical, cohesive, or symbiotic way. What’s more, the Hilton name itself stood for little more than an average hotel experience. To make the brand more meaningful, resonant, and desirable—while simultaneously supporting a motley family of sub-brands, required a discovery effort that extended from the executive team to the housekeeping staff, and a brand strategy that spoke to a higher set of ideals, beliefs, and promises than the brand had been able to uphold or espouse before.