Working with Moxy, we revised the brand vision and translated it into every part of its visual identity, incorporating a new photo editorial strategy and art direction as part of its brand language to feel unique to each Moxy location. A large part of this was refreshing their brand messaging to reiterate the youthful and playful tone of the hotel for millennial consumers.
We defined scalable activation strategies that could breathe life into the brand’s promise, including the implementation of custom recorded audio stories programmed in the room phones, allowing guests to dial in and experience unique in-room episodes. We turned our strategy into a framework that could infuse a refreshed brand guide that could expand and grow along with their global footprint.