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The hotel giant came to us with a brand architecture issue; their portfolio of hotels were becoming muddled and customers were confused about the differentiation between the brands.
We helped them solve this challenge by separating the Grand Hyatt (high end) from the Hyatt Regency (mass market) in the line-up, by guiding them in the creation of a new brand of hotels altogether: Hyatt Hotels.
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Designed at Interbrand NY
Creative Director: Chris Campbell
Designed with: Ronan Tiongson