Destination Hotels (now Destination by Hyatt) hired Epiphany to complete a brand repositioning initiative for the asset in Chicago, Illinois, as it dropped its flag from an Affinia hotel to a new independent offering. Based on planned renovations, the goal was to create a positioning strategy that would appeal to both business and leisure audiences by maximizing the asset’s proximity to the Magnificent Mile and communicating its authentically warm Midwestern experience.

Brand Repositioning Strategy • Name & Tagline Development • Logo Design & Visual Vernacular • Collateral Development • OS&E Design • In-market Launch Campaign (Media Plan & Advertising Creative) • F&B Brand Development