Challenge
As a brand, Hyatt’s identity had become entangled, caught between a corporate entity and a loyalty program, while also being saddled by a sea of sub-brand logos from the larger portfolio, that reflected more about the company itself than the consumer. So when Hyatt looked to VML to refresh their brand, we took a unified approach and shifted the entirety of the focus onto the emotional experiences and “in-between moments” of their guests.
A brand hidden in plain sight — the subliminal “H” of Hyatt serves as a universal, unifying framework that creates a flexible and repeatable design language for all brand-led expressions.
Solution
We took the best part of their brand identity - the graphic blue square logo - and mirrored it with the new tagline, creating a hidden “H” in almost every ad that doubles as a window into their world. We’re proud to have given this iconic brand a more holistic, elevated look that allows the transformative moments of travel to really shine.
Results
Since launching the rebrand in early 2024, World of Hyatt has set new records within their organization. From boasting a 21% increase in loyalty members to a new total of 48 million, to an added 130,000 rooms (up 9% year-over-year), reflecting their strongest developer interest yet — it’s clear their brand identity refresh has been nothing short of successful.
Agency: Brand Design at VML
Creative Directors: Sarah Berkley & Jackie Virgilio
Design Director: Andrew Mirakian
Associate Design Director: Carolyn Pokorney
Photographer: Lucas Garrido