Phoenix Hotel Rebrand. The New Sheraton, Reimagined.

Every interaction a customer experiences with your company is an opportunity to turn them into an advocate for your brand. Each touchpoint shapes how a customer views you, and no one knows this better than the hospitality industry. When the Sheraton began their hotel rebrand they needed a way to convey warmth, comfort and community during a 6-month long renovation.

Sheraton Phoenix Downtown, Arizona’s largest hotel, launched its multi-phase transformation in 2019. The “studs-to-ceiling” overhaul featured a complete renovation. All 1000 guest rooms followed by a redesign of the lobby, public spaces, and dining outlets. Phoenix would be the flagship property to unveil the new look globally –introducing a full worldwide hotel rebrand.

We realized this would be the ultimate brand test since the hotel would remain open during the entire renovation. Staying flexible was essential, as new wrinkles unfolded almost daily. Crews were restructuring the framework of the hotel itself as the project unfolded. Our role was to help provide a high-quality experience for guests that maintained the consistency and familiarity of the Sheraton brand.

Construction during a hotel stay is always going to be an inconvenience. But clear wayfinding can banish the stressful aspects of navigating a constantly changing floor plan. We prioritized informative messaging with a sophisticated delivery. Sheraton’s community-forward ethos called for solutions that welcome locals and travelers alike. With that brand promise guiding our work, we created designs that eliminated doubt and instilled trust in the minds of the guests.

The class and professionalism of the Sheraton brand needed to manifest across multiple platforms. With the new brand guidelines as our compass, designs were crafted to activate crucial spaces in the hotel. Elegant finishes elevated wayfinding signage to a sophisticated level. Faux walls were raised to conceal the construction spaces and to decrease noise that would disturb guests. Branded messaging covered these walls and showcased the new amenities the reimagined Sheraton would offer.

Guests were quite literally surrounded with the Sheraton’s vision of the future, making it easy to see themselves in this new version of a cherished brand.