The Westley Hotel
Brand Identity Brand Positioning Print Collateral
As the newest member of Hilton’s Tapestry Collection, The Westley Hotel wanted to make a bold arrival in Calgary by capturing a slice of its hometown qualities. Catering to business travellers and local revellers alike, The Westley transformed a former corporate energy building into a retro modern boutique hotel. They defined themselves as proper and wild, meaning high standards with a bit of edge, but outside of this definition, they were lacking a story that really expressed this attitude.
We began with creating a brand narrative that embraces and imaginatively elaborates on The Westley’s dual personalities. Pairing two seemingly opposing experiences together to make a cohesive whole conveys how The Westley Hotel represents both sides of the same coin, and succinctly speaks to Calgary’s past and present identity.
Silver Hotel Group, Calgary AB Canada
A refreshing dose of whimsy welcomes visitors with a logo that inverts the word hotel, and we give subtle nods to the building’s unique architectural features by incorporating a 45 degree angle on printed collateral to mimic the sloped mirrored windows of the hotel’s exterior. We chose to illustrate iconography that felt atypical but still familiar to Calgary, whether the bushy tail of a swift fox or a bucking bronco going in for a graze.
The brand voice is informally inviting, using language that reinforces the brand’s proper and wild persona, through a mix of polar pairs, colloquialisms and synonyms of synonyms. Fun, right?
From brand book to guest guide, social strategy to sales decks, print pieces to screen slides, we were able to build a solid and entertaining visual language that turned the conventional and the predictable upside down.