1. Toyota, branding, & bouncing back.
  2. Things we like to do: Information design.
  3. Does your strategy include your dealers?
  4. ideabook 2010
  5. A signature line.
  6. Facilitating retail success.
  7. Brand equity in action.
Challenge

Settle Inn was a regional hotel chain with national aspirations born of their innovative new approach to franchising. To complicate matters, their brand had two distinct audiences: potential franchisees and potential guests. Their franchise program gave local owners more flexibility, greater ownership and increased profit sharing. This, in turn, would allow the local owners to focus more on their guests, delivering a level of service on par with national hotels. But both goals needed to be accomplished using one consistent brand identity.

  • SETTLE INN | Corporate brand identity and signage SETTLE INN | Corporate brand identity and signage
  • SETTLE INN | Brand identity guide SETTLE INN | Brand identity guide
  • SETTLE INN | Consumer website SETTLE INN | Consumer website
  • SETTLE INN | Booking engine user interface architecture and design SETTLE INN | Booking engine user interface architecture and design
  • SETTLE INN | Email marketing SETTLE INN | Email marketing
  • SETTLE INN | Franchise sales literature SETTLE INN | Franchise sales literature
  • SETTLE INN | Franchise sales literature and informational illustration SETTLE INN | Franchise sales literature and informational illustration
  • SETTLE INN | Billboards SETTLE INN | Billboards
  • SETTLE INN | Vehicle graphics SETTLE INN | Vehicle graphics
Solution

We did a total rebrand of the chain’s corporate identity, including a new logo, signage, website, billboards, consumer and franchise marketing materials and trade advertising. We also redesigned the online booking interface to match the new brand.

Result

Settle Inn was recognized by the American Association of Franchisees & Dealers as having the most franchisee friendly franchise agreement ever rated, with a near perfect score of 99.3% conformity. This recognition, the revamped identity and powerful franchise sales tools have helped Settle Inn double its number of franchises, and increase its number of guests.