Branding

This called for an interesting solution that would separate the brand from the hotel, draw more attention to the bar from the locals, and spark excitement from foot traffic. Our team developed a brand concept that established an identity that is more authentic to the area, while complementing the parent company’s branding. This included a variety of custom logo marks, brand assets, textures, and color palette variations.

Brand Evolution

Once the branding was complete, Hype developed a strategy with tactics on how to translate the new branding throughout the space. This included updated menus designs, collateral, way-finding flow, signage designs, social strategy, and suggestions on the interior decor. Our team coordinated with and guided the production and installation teams to ensure that the print materials and signage installations were successful. The final outcome is a cohesive, refined, and modern brand experience, bringing life to a typically overlooked gem. 

Photography

Our team was also tasked with photography for the HYbar space that could live on the Hyatt Place social accounts and marketing materials. It was important for the content to be appropriate to the Hyatt Place brand, while gaining attention as a separate offering from the hotel. We focused on highlighting the new branding and the updated spaces, such as the outdoor lounge area, but the fantastic food and cocktail menus were the real stars of the show.