Destination Hotels owns/operates over 65 Hotels and Resorts throughout the United States. The Destination Hotel brand is used as a secondary/holding company brand. Some of the properties have very strong and own able brand presences. The leadership at Destination Hotels asked us to make a brand declaration with Destination Hotels without intruding or overshadowing the properties own able sub-brands.
The team decided to own the "destination" term and to make it part of the main brand but also part of the user experience philosophy. We designed a simple logo that mirrors the north star using intersecting horizontal and vertical lines that are reminiscent of intersecting longitude and latitude lines. Destination Hotels brand mission is to help you find your next destination.
The team taxonomized Destination's large array of properties to allow users to quick and easy way to filter through a relevant collection of properties. Every selection and click would be collected to allow Destination Hotels the opportunity to retarget and offer discounts.