Customers want reliability but they also want unique, memorable experiences – places that become as much a part of the vacation as the destination itself. Hyatt, a global powerhouse with a reputation for excellent service, saw an opportunity to connect independently branded “stays” under one brand.

Having worked with us before, Hyatt CMO Maryam Banikarim asked us to help design this new “soft brand”—a thread that could tie together a collection of distinctive, independent properties. This would enable owners to have the freedom to develop something unique, without losing the assurance and purchasing power of the Hyatt brand behind-the-scenes.

“People want to have new experiences worth sharing, but they want the piece of mind that comes from Hyatt”

Maryam Banikarim, Chief Marketing Officer, Hyatt
A soft brand, well-defined
Hyatt had identified independent properties destined for the new collection. They needed a meaningful umbrella brand that could resonate with travellers, owners and developers alike. Competitors had “collection” brands, but many focused on physical hotel properties. Hyatt understands that the guest experience goes beyond the hotel, so this brand will be a collection of “stays” that each have a story to tell.
We worked together to develop a name—the Unbound Collection by Hyatt—that captured the pitch and would allow the proposition to grow. For the visual system, a passport-style stamp logo would act as a subtle yet trusted endorsement. Open-ended line illustrations invite people to fill in the rest with their imagination.

A space in the sand
Nearly simultaneously, we had a chance to put the blueprint into action. Hyatt was in the process of purchasing the Thompson Miami Beach, an existing boutique luxury property. They asked us to create an identity that would help it stand out in the Miami market, while fitting into the Unbound Collection by Hyatt.

Using the principles we’d outlined, we surfaced what made the property special and took design cues from Miami’s Golden Era. From room keys to luggage tags, a more intimate, playful Confidante brand began to emerge.

Going live just weeks after we launched the Unbound Collection by Hyatt, The Confidante reaffirms its promise.