Historic Hotel Brand Identity & Marketing Collateral for Residence Inn Milwaukee Downtown
Services identity, branding, art direction, corporate collateral
Challenge: Luxury Renovation Mismatched with Generic Brand Presentation
Following a multi-million dollar renovation, Residence Inn Milwaukee Downtown had transformed their 1902 historic landmark property into a contemporary boutique experience with spectacular downtown and river views. But their marketing materials told a different story: generic extended-stay hotel.
The brand presentation created critical disconnects:
No differentiation: Standard Residence Inn branding couldn't communicate the property's unique historic landmark status or architectural significance
Missed positioning opportunity: Nothing distinguished this property from other downtown hotels or generic Residence Inn locations
Renovation story untold: Marketing materials failed to reflect the contemporary suite redesign or showcase the dramatic city views
Value proposition invisible: The intersection of 1902 historic architecture with modern luxury wasn't communicated visually
The property needed to command boutique hotel rates and attract discerning travelers, but generic corporate collateral positioned them as standard extended-stay. Without visual differentiation, their renovation investment couldn't generate appropriate returns.
Solution: Historic Landmark Identity Within Brand Guidelines
We developed a property-specific brand identity system that distinguished the hotel while respecting Marriott's Residence Inn framework.
The Strategic Approach:
Custom typographic mark: "Historic Landmark Hotel 1902" designation that works alongside existing Residence Inn logo, creating property-specific equity
Dual photography strategy: Moody black and white architectural imagery highlighting historic details paired with warm, contemporary color photography placing viewers in redesigned spaces
Sophisticated color palette: Warm hues reflecting the renovated interiors, applied consistently across stationery, brochures, and pamphlets
Architectural storytelling: Visual vocabulary showcasing the building's 1902 department store heritage reimagined for modern luxury
Why this approach worked: Complete rebranding was impossible within Marriott's system. Generic templates couldn't communicate unique value. The custom mark strategy created distinction while maintaining brand compliance, something neither corporate materials nor independent boutique branding could achieve.
Impact: Boutique Positioning Within Corporate Framework
The brand identity program delivered:
Property differentiation: Clear visual distinction from other Residence Inn locations and downtown competitors
Historic landmark recognition: Typographic mark establishes immediate architectural credibility
Contemporary luxury communication: Photography and color palette reflect multi-million dollar renovation investment
Cohesive brand experience: Consistent visual system across all guest touchpoints supports premium positioning
Milwaukee market alignment: Sophisticated presentation matches other historic downtown hotels
Residence Inn Milwaukee Downtown now markets with a visual identity worthy of their architectural heritage and renovation investment: sophisticated, historic, and distinctly boutique.