Inspired by the insight that travel had become more about going somewhere than truly being there, we created the global brand platform “Be More Here.” This new look and feel was conceived as an invitation for all to leave our world feeling a little greater than they came, encompassing everything from a new photography approach, to an elegant new type treatment, to an embrace of the legacy logo graphic — for an all-together, whole new World of Hyatt.
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.
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.
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.
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.
