WhyHotel — Pop-Up Hotels

Vornado approached us to brand a pilot project they were launching in 2017 called WhyHotel. The idea of the pilot was to monetize underutilized apartments of multifamily buildings by temporarily furnishing the units and renting them out as hotel rooms. The challenge was to create a brand identity that capitalized on this differentiating factor: home comfort with hotel services and amenities.

Client: WhyHotel / Vornado
Sector: Hospitality
Discipline: Brand Identity

Brand Positioning —Exploring How WhyHotel Differs

To showcase the personality of the brand, we fused visuals that represented the reasons why customers would choose WhyHotel over competitors.

Some of these attributes are home comfort and home amenities such as full kitchen, full bathroom, washer/dyer paired with hotel amenities and services as easy online check in/out, readily available hotel staff, along with gym and yoga studios.

Identity Concepts —Exploring Various Solutions

Once the brand goals and overall directions were established, we began exploring logo concepts. These eventually turned into three that were selected as potential logos for the hotel.


Concept No. 1

The first concept took inspiration from the structure of cities and residential buildings, mostly of stacked layouts in strict linear formats. The approach also led to the visuals of a bed with the H creating the headboard and the L the footboard.

Concept No. 2

The second concept focused on doors. The aim was to highlight what doors symbolize – new spaces, the beginning of rest and comfort, adventure – to personify these objects as essential parts of people’s stories.

Concept No. 3

The third concept focused on rest for new days. The icon in the logotype is meant to symbolize a sleeping person and the sun rising every morning. The idea was that people who stayed in Why Hotel got their best rest that equipped them for the days and adventures to come.

Approved Identity —Final Identity Assets

To showcase the personality of the brand, we fused visuals that represented the reasons why customers would choose WhyHotel over competitors.

Some of these attributes are home comfort and home amenities such as full kitchen, full bathroom, washer/dyer paired with hotel amenities and services as easy online check in/out, readily available hotel staff, along with gym and yoga studios.

Credits

Packaging Design: Nosh Studio
Product Renders & Photography: NIFTY Electronics