World of Hyatt - Brand & Campaign Redesign
Motivated by the realization that modern travel has shifted from simply reaching a destination to truly living for each moment, we developed a global brand identity and campaign platform, 'Be More Here' for the World of Hyatt. This refreshed look and feel invites travelers to experience the world in a deeper, more meaningful way, leaving them enriched by the journey. It encompasses everything from a fresh approach to photography, to a sophisticated new typographic treatment, and a renewed celebration of our legacy logo—all contributing to a revitalized, cohesive World of Hyatt.
Design Director: Andrew Mirakian
Creative Directors: Sarah Berkley & Jackie Virgilio
Associate Design Director: Carolyn Pokorney
Design Director: Andrew Mirakian
Creative Directors: Sarah Berkley & Jackie Virgilio
Associate Design Director: Carolyn Pokorney
The Challenge: Over the years, World of Hyatt’s brand identity had become muddled; caught between its corporate image and loyalty program while also being burdened by a variety of sub-brand logos across its broader portfolio. As a result, the messaging focused more on the company than on the guests who choose Hyatt properties. When Hyatt partnered with VML for a brand refresh, we took a holistic approach to unify the brand by shifting the focus entirely onto the emotional experiences of their guests and capturing the essence of what it means to live within the World of Hyatt.
Additionally, we were given the direction to stay within the World of Hyatt’s existing brand palate and logo, giving us the added challenge of re-imagining the brand while remaining true to their heritage and existing presence.
The Solution: We drew inspiration from the most iconic aspect of their brand identity—the graphic blue square logo—and seamlessly paired it with the new tagline. This adaptable yet consistent framework subtly incorporates an 'H' in nearly every ad, not only acting as a window into their world but also reinforcing the brand at every touchpoint. As a result we’ve created a more cohesive and sophisticated aesthetic that places the transformative moments of travel front and center of the World of Hyatt.
The Results: Since the launch of the rebrand in early 2024, the newly reimagined World of Hyatt has expanded its portfolio by acquiring several new brands, resulting in a 9% year-over-year growth in hotels and resorts. The loyalty program also experienced a 21% surge, reaching a record 48 million members, while revenue saw a 14% increase year-over-year, totaling $6.99 billion.
