More Than An Overnight Success
Hilton Worldwide had done their homework and had clearly identified a market opportunity in an extended-stay product. The challenge was to quickly create a new brand from scratch to fill the niche. That would require an integrated team of brand strategists, graphic experts, interior designers and architects working side by side, an exact match to the core team structure at FRCH.
Through a series of charrettes and work sessions with the brand and leadership teams, Hilton and FRCH brought the brand to life in less than one year. The process included name generation, identity development, customer experience and exterior brand expression. All creative, sourcing, technical development and prototype documentation were included in our scope. The strategy and design of this new innovative brand is an overwhelming success. In a category of "me too" sameness, Home2™ Suites by Hilton continues to revolutionize the savvy, mid-scale, extended-stay marketplace.