Canopy by Hilton
Canopy by Hilton is a vibrant boutique hotel brand that embodies the neighborhood, giving guests a positively local stay. With over 40 locations worldwide, the Canopy brand was created to provide the uncomplicated comforts, thoughtful design and energizing atmosphere that modern travelers wanted but were unable to find under one roof.
We spent over two years leading up to the brand launch to help concept and build the entire Canopy brand experience. After months of competitor research, concept development, and consumer testing, we narrowed down eight original hotel concepts to the one that ultimately became Canopy. From there, we developed the brand identity, and rolled it out across the entire brand experience including print, digital, photo, and video.
My Role
We created this brand from scratch and had a hand in every touchpoint including brand strategy, voice, logo, visual identity as well as the physical hotel narrative that was carried out in locally in each city. This was a truly integrated project, and I had a hand in almost everything—brand identity, web design, photo/video shoot, client relationship—many of the key things I am most interested in doing.
Competitor audit and concept research
Hotel brand/experience concept
Designed brand identity system
Designed brand guidelines
Conceptualized and designed key touch points throughout hotel and guest rooms
Designed developer website
Photoshoot art direction
Video shoot art direction