Project Description
TRYP BY WYNDHAM:
REBRANDING
BRIEF
TRYP By Wyndham is a is lifestyle limited-service hotel brand with properties across the Americas and Europe, as well as a growing presence in other global markets. TRYP properties are typically city-centric and provide guests with a convenience base from where to explore the city.
CHALLENGE
The brand engaged nm+u to develop a comprehensive creative strategy and messaging platform to support its new positioning. Additionally, nm+u was asked to clearly highlight the brand’s key selling attributes including their global flair, their well-situated city properties and the brand’s incorporation into the Wyndham Rewards loyalty program.
SOLUTION
nm+u conducted a comprehensive analysis of the brand, the audience and its competition to identify a truly differentiated way to bring the brand’s positioning to life. The resulting creative platform, centered under the tagline “POWERED BY THE CITY,” highlights a collection of inviting city-centric properties that provide contemporary accommodations and inviting social spaces with vibrant and dynamic elements.
DESIGN
Key elements were carefully used to ensure TRYP’s brand image stands out in the marketplace: its uniquely-styled photography, accented by multiple geometric patterns and colors that denote the hustle and bustle of the typical city.
Typographically, the brand’s use of the letter “Y” in place of the “I” in most headlines provides another differentiating and recognizable element that supports the brand’s contemporary/irreverent tone and manner.
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