Hotel Nue by Hyatt

In a strategic move, the original builder sought Geared's expertise to launch their new hotel, Hotel Nue. Instead of starting from scratch, the owner envisioned the hotel as part of a larger hospitality group, leveraging its global brand position. Geared was tasked with creating the hotel's brand identity, a brand pitchbook/lookbook, and pitching the concept to Hyatt's independent hotel group, "The Unbound Collection." Hyatt was immediately captivated by the unique selling points of Hotel Nue, making it the "new" face of Hollywood.

 While Hotel Nue's architecture sought a new urban experience, its interior design gravitated towards a playfulness, with rich earthy colors expressing vibrancy and attitude. This inspired Geared to create a brand personality that reached an urban-hip demo with a flair for the unique. The "Find a NUE Perspective" tagline emerged from its positioning statement and led the path for marketing materials that communicated self-expression and self-uniqueness.

 - Concept development
- Brand personality development (positioning, market research, brand identity, overall theme)
- Art direction, graphic design and copywriting
- Pitchbook/Lookbook development

The project is currently under construction, and we look forward to working with the Hyatt team to launch Hollywood's newest guest experience.