BRAND IDENTITY: TAPESTRY COLLECTION BY HILTON

ORIGINALS WELCOME.

2018 was devoted to taking Tapestry from a 3-property collection to one with over 20, and redefining its spirit in the process. Throughout the year, we conducted a major strategic overhaul that included interviews, competitive analysis, workshops, and evolved positioning.

We landed on a new brand identity guided by the idea that these hotels are truly unique and independent, best suited to a free spirited traveler whose trip is never just one thing: their experience is always the intersection of so many pieces of their lives. For both the hotels and the guests, there is no “business or pleasure” — it’s all about being able to comfortably cross those lines for a truly original experience. Intersection hinges on the concept that great travel happens when just the right combination of people, places, and experiences come together to make an unforgettable journey. Our intersecting lines evoke that journey. The light and airy approach made sure that it could easily integrate with each property’s individual branding.

We brought it to life through quirky, realistic photography, a new palette, and clever brand elements that blend Tapestry’s unique properties with their locations and guests. Our new tagline, Originals Welcome, speaks to both the array of properties and the unique guests who stay in them. We completed the project with a new brand film (written and directed by me) that gets straight to the heart of travelers who love the journey, wherever life takes them.

Roles: Creative director, strategist, film writer and director