Hotel 71 is a 450-room Chicago hotel developed to fill the gap between trendy boutique hotels and dull chain lodging. It began as a total renovation of an ordinary business hotel known as the Executive Plaza, which we needed to transform into an extraordinary and memorable experience for both business and leisure travelers. Working closely with hotel management, we developed a dynamic, welcoming and upbeat brand that consistently emphasizes Hotel 71’s core advantages: location, amenities and amazing city views. In creating everything from Hotel 71’s marketing materials and website, to its minibar products, forms and signs, we designed each item to contribute to the brand experience.