Welcome to a Whole New World of Hyatt

Hyatt faced a problem: their brand had become confusing, buried in a sea of sub-brand logos and confusing messaging. World of Hyatt, their signature membership program, still had tremendous equity in the world of hotel rewards. So when Hyatt asked VML to refresh their brand, we shifted the messaging hierarchy to focus on the emotional experiences and “in-between moments” shared by guests across all Hyatt’s brands with the tagline, “Be more here.” And we put World of Hyatt’s famed blue square logo front and center, creating a hidden H in almost every ad. We’re proud to help return Hyatt to its rightful place at the top of the industry.

Hyatt's brand had become muddled, overwhelmed by numerous sub-brands and inconsistent messaging. Although their signature membership program, World of Hyatt, still held strong brand equity in the hotel rewards industry, the overall brand lacked clarity and cohesion, leading to confusion among consumers.

VML’s solution was to simplify and refocus Hyatt’s messaging hierarchy. The emphasis shifted toward the emotional experiences and “in-between moments” that guests share across all of Hyatt's properties. A new tagline, “Be more here,” was introduced to highlight these connections. Additionally, World of Hyatt’s recognizable blue square logo was prominently featured, with a hidden “H” incorporated into almost every ad to reinforce brand unity.

The brand refresh successfully repositioned Hyatt, bringing clarity and consistency to its identity. By prioritizing emotional experiences and prominently showcasing World of Hyatt’s logo, Hyatt regained its position as a leader in the hotel industry. It led to numerous new campaigns and an updated brand architecture for the World of Hyatt brand ecosystem.