Delta Hotels & Resorts Rebrand

Client: Delta Hotels 
Role: Concept, Initial Design

Brief: Reinvigorate Canada's largest hotel chain with a brand refresh that boosts awareness and invites guests to expect more from the four star category, and highlights its new renovated look. Everything but the Delta logo was fair game.

Approach: Having spent two years renovating properties, upgrading rooms and building brand new hotels, Delta needed a fresh and airy feel to their brand. Inspired by the renovations by HOK at the Ottawa City Centre location, I explored design layouts that balanced natural textures like granite and wood with vibrant colours and lots of white space. Taking cues from the "D" of the logo, I incorporated bold angles, colour blocks and geometric patterns.

Mood: airy, casual sophistication, modern, textural, bustling

The final brand elements were born out of early stationery designs I explored, seen here.

These were combined, refined, and adopted for signage, room keys, door hangers, bath products, name badges, etc., several TV spots, OOH and web ads, and a mobile app by a team of designers.

The rebrand and new tagline "Expect Even More" garnered buzz from Marketing MagazineToronto Star and CNW. The Delta Hotels brand experienced a strong up swing before being purchased by competing Marriott.


Client: Second Cup 
Role: Concept, Lead Design, Art Direction

Brief: Name and brand Second Cup's first national loyalty program and roll out the new branding across a responsive web property.

Approach: For it to succeed, our approach had to be insights driven. Through an extensive category audit of both the coffee and loyalty space, my team identified the ownable white space Second Cup's new program could resonate in. The solution had to feel fresh, linked to coffee culture & ingredient quality, yet comfortable for Second Cup's loyal customer base.

Mood: fun, familiar, positive, honest, authentic

Numerous naming options were explored, sketched, designed, and run by focus groups and consumer panels in key regions, resulting in a name (Perks) and font choice (Formata, consistent with the Second Cup logo). At this stage, several lockups were explored until one prevailed.

A Perks style guide explored patterns and colours inspired by stages of coffee bean processing.

Designed to complement the corporate brand style guide in a fresh new way, the fully responsive multiscreen web solution acts as the program hub, allowing users to learn about the program, register their PERKS card, manage their rewards account, view special promotions and more.

Results: In the pilot program's first four months in the Calgary market, more than 25,000 guests activated a Perks card and more than 20,000 free beverage Perks have been awarded to members, driving a measurable increase in guest traffic and visit frequency.

Although successful, the program was put on hold until another agency partner completes a coast-to-coast rebrand of Second Cup as a whole.

Sucker Lake cottage

Client: Sucker Lake Cottage 
Role: Concept, Design, Art Direction

Brief: Elevate the design of the website and create a unified suite of documents, social media assets, and collateral worthy of the amazing service and serene location of this vacation rental property. The owners are looking to increase rates for the upcoming season and wanted an upgraded public profile.  

Mood: outdoorsy, modern, inviting, tranquil

Approach: Site visits and correspondence with the owners as well as previous renters shed light on the most memorable features of the property: the lake, the large angled windows, and the secluded location.

The new logo highlights the Viceroy construction style so many renters recalled, in a camp-like badge that speaks to the natural Muskokan environment. Inspired by the colours of the landscape, the colour palette is muted yet sophisticated. The rounded edges and playful cropping within the logo keep it approachable and fun.

Icons representing categories of nearby attractions.

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