Objective

Wingate by Wyndham, established in 1996, is a mid-tier hotel brand targeting business travelers across North America. Competing with brands like Hilton Garden Inn, Courtyard by Marriott, and Hyatt Place, the goal of this initiative was to introduce a refreshed brand identity that would modernize Wingate’s presence and unify visual standards across all marketing and franchise materials through new brand guidelines.

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The Challenge

The photoshoot and creative execution took place on-site at a location with smaller, dated rooms that lacked a contemporary, corporate aesthetic. The challenge was to capture a sense of professionalism, comfort, and business functionality within a modest, casual environment, while still producing premium-looking visuals suitable for a national brand rollout.

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Design Solution

To bring the new vision to life, I directed an on-location lifestyle photoshoot focused on highlighting business amenities, meeting rooms, fitness centers, and the business lounge. We used strategic lighting and warm, neutral tones to create a welcoming, upscale mood. Bold new Pantone colors, including a metallic accent, were introduced to modernize the visual identity and enhance print materials with a premium feel.

I developed a comprehensive brand guideline system covering logo usage, typography, color, and photography style. As part of the refresh, I also introduced a suite of witty, brand-aligned door hangers to inject personality into the guest experience while staying business-appropriate.

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Outcome

The new brand photography and marketing materials were enthusiastically received by the client. They successfully captured the Wingate spirit and positioned the brand to better resonate with business travelers. The marketing toolkit was rolled out to franchise owners nationwide to ensure consistency in print and on-property communications.