Just prior to the acquisition by Marriott Bonvoy, I was lead designer on a team tasked with keeping the existing Delta Hotels logo and overhauling absolutely everything else. At the time, the three-star hotel wanted to unify the look and feel of its 36 properties and reposition themselves as a four star experience.

I was involved in creating all moodboards and designs included in the pitch (including the chosen look & feel) and the development of the initial colour palette, textures, typography, as well as a few pieces of collateral: letterhead, business cards, key cards and one-page print ads. The team and I proposed several taglines and I was responsible for creating logo lock-ups with the existing Delta logo. The concept was approved to proceed and the geometric design, textures and colour palette were infused into all brand touchpoints.

As the print ads and TV spots began development, I resigned from my agency at the time and a colleague took over. There were hundreds of other deliverables, including in-suite stationary, door-hangers, sub-brand iconography, promotional material templates for Delta’s CMS tool, TV ads, an overhaul of the hotel’s website and online booking system and more. Though I didn’t personally develop them or oversee their design, I was proud to see the brand principles I established infused into each piece and evolving to accommodate sub-brands like Delta Green Stay and Delta Select.

To help properties, vendors and partners stay on brand moving forward, the team captured the new look and feel in Delta’s first-ever guide on sizing and placement in various formats.

RESULTS: The rebrand was a success. In less than one year, the team successfully repositioned the brand and increased both brand awareness and revenue. Marriott Bonvoy also took notice, and acquired Delta Hotels soon after the rebrand.