A highly regarded member of the Hyatt family of hotels, Hyatt Place is a renowned destination for business travelers around the globe. Rolling out a new set of brand features, Hyatt Place required strategy and content to announce these updated offerings and communicate the evolved brand position.
The extensive discovery process involved stakeholders at the brand, corporate and property levels. The discovery helped to further define the brand’s market position and worked to create a visual program that would clearly distinguish Hyatt Place from its competitive set.
In proximity to the Hyatt corporate office, the onsite shoot provided a unique opportunity to involve stakeholders in the creative process. The VRX team of Senior Stylist and Senior Photographer worked with the property and corporate teams to define and enhance brand standards and aesthetics in an iterative process that traveled beyond the scope of a basic architectural shoot.
The span of midrange and detailed images created variations on the traditional and new aspects of the Hyatt Place offerings. The result was an informational and aspirational content set that truly captured the essence of the property, but also worked to represent the iconic pillars of the Hyatt Place brand and highlight its competitive advantage.
