Rebuilding a brand from the ground up

Christal was brought on by Loews Hotels to rebrand their first luxury and lifestyle boutique hotel. As Director of Marketing, she led the agency search, facilitated discussions to define the new brand, and oversaw the strategy and execution of the comprehensive brand overhaul. The goal was to appeal to a broader audience of urban sophisticates with an interest in culture, art, cuisine, and elevated experiences.

Extensive research and interviews with core stakeholders were conducted to gain a deeper understanding of the new target audience. This informed the development of a refreshed visual language, including a distinctive word mark, typography, composition system, and a graphic language of textures and colors that reflect the highly tactile and sensual nature of the Bisha experience.