Capital Suites rebranding

Challenge

Capital Suites had updated the look of its hotel interiors and wanted refreshed branding to match its new image. The old branding was inconsistent among the chain’s hotels and Capital Suites wished to have a unified look and feel.

Ideally, the new branding would help evolve the public perception of Capital Suites to one of clean, comfortable, affordable accommodations that provide great value and all the comforts of home (and then some).

Solution

Tait developed the branding using a multi-phased approach.

The corporate identity is at the heart of Capital Suites’ brand. We recommended that the company consider a wholesale change to its logo. This was to help the public perceive the hotel in a new way, and reinforce the internal changes being made.

Tait worked collaboratively with the client and stakeholder groups to gather information about their needs and priorities and created a logo that the client and all stakeholder groups liked and wanted to support.

In addition to the logo, the design team created a tagline and overall look and feel for the hotels. Tait also prepared marketing materials such as signage, posters, table cards, ad campaigns, print ads, digital files and hotel promotional items.