Westin Hotels & Resorts is attempting to revitalize its brand across the globe with a new identity that brings an energetic, wellness-oriented approach to center stage.
Featuring a more lively color palette, vibrant photography and apothecary-style fonts, the redesign seeks to mirror in the brand's messaging what it has done with its product since 2011, when it launched its "For a Better You" tagline, according to Brian Povinelli, senior VP-global brand leader for Westin and Le Méridien.
About two-and-a-half years ago, the company introduced its six pillars of well-being: "feel well," "work well," "move well," "eat well," "sleep well" and "play well." They tap into everything Westin does from a programming perspective inside the hotel, such as healthy eating options or spa treatments. Last month, the brand formed a partnership with FitStar by Fitbit that will provide a series of fitness programs for guests as part of its "move well" pillar.
After looking over its identity, the Starwood Hotels & Resorts brand decided now was "the time for us to do an overhaul" to better reflect its positioning in the modern world, said Mr. Povinelli.
Prior to the redesign, Westin's color schemes and images were pastels, florals, white backgrounds – images focused on renewal. The new color palette is natural in tone, but brighter, and the photos are vibrant, crisp and more realistic, producing an editorial feel.
"What we want the brand to represent going forward is that wellness isn't about Zen or renewal," said Mr. Povinelli. "For us, it's really about energy and vibrancy, and that's what people want today."