Launching Hyatt Place in China

Hyatt Hotels
Communication Concept, Chinese Brand Identity System, Key Visual, Chinese Slogan, Launch Campaign, Copywriting, Creative & Art Direction, Graphic Design, Signage Design, 3D Installation Design
Platinum, Muse Creative Awards | Platinum, Hermes Creative Awards
Platinum, Muse Creative Awards | Platinum, Hermes Creative Awards
We conveyed luxury, business, and intimate brand personality for Hyatt Place's brand system under the parent brand's identification system, from strategy to installation art.

As part of its global strategy, Hyatt Hotels Corporation continues to expand brand presence in China with the opening of the first Hyatt Place in Shenzhen, Dongmen.
 Hyatt Place is an upscale select service brand created for multi-tasking travellers with 24/7 lifestyles. Combining stylish design and practical amenities with a forward-thinking guest experience and purposeful service, Hyatt Place was ranked #1 Select-Service Brand by Business Travel News in the Hotel Chain Survey. We were commissioned to undertake the branding, design and adaptation for Greater China, as well as the launch campaign for the grand opening. Working closely with Hyatt Place's brand arm in Chicago and the owner in Shenzhen, BEAMY successfully crafted a brand image that resonated with Chinese consumers while remaining true to the Hyatt Place's global brand identity. Following the success of Hyatt Place's launch in China, we were also tasked to assist with the opening of the second location at Shenzhen Airport.

Entering the Chinese business travel market proved complicated due to saturation and the strong reputation of parent brand Hyatt.
Created a unique brand system for Hyatt Place under the parent brand's identification system which included language localization and a full range of extensions.
Hyatt Place's first launch succeeded, positioning the brand as "middle to high-end business travel" with a friendly and convenient distinction from the parent brand.

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