SpringHill Suites is one of Marriott’s Select Service hotel chains. It is part of their CFRST portfolio of hotels. (Courtyard, Residence Inn, Fairfield Inn, SpringHill Suites and TownePlace Suites).

In response to growing competition from aloft (Starwood Hotels) and Hyatt Place, we worked in collaboration with the Publicis BOS Group to create an new strategy, positioning, logo and visual system for the brand.

The brief required that the existing SpringHill logo should be evolved to reflect the new strategy and positioning, yet still be able to visually co-exist with the other CFRST portfolio brands.

The solution evokes a ‘sense of space’, taking the form of the original logo and evolving it to suggest an all-embracing three-dimensional space and customer experience.