Part of the successful Northland Properties Corporation, the Sandman Hotel Group is Canada’s fastest-growing, privately-owned hospitality company.
With nearly 60 hotels world wide, the group owns three distinct brands:
1. Sandman Hotels, Resorts, Inns, Suites - a high quality hospitality experience in the mid-tier range boasting over 35 locations across Canada, from British Columbia to Quebec, conveniently located in city centres, airports, and on major travel routes.
2. Sandman Signature Hotels and Resorts - this exclusive collection of hotels serves corporate and leisure travellers in major city centres across Canada and the United Kingdom, offering a distinct level of service, decor, and premium amenities.
3. The Sutton Place Hotels - few hotels can rival the elegance, charm, and hospitality offered by The Sutton Place Hotels. Each hotel is distinctly different in style while offering timeless elegance, exceptional service, and prime locations.
My role was to lead B2C graphic design and artwork development across the 3 distinct hotel brands and 60 hotels world-wide. From concept to execution, I re-skinned the hotels branding and created a modern and refreshed visual style for their existing visual identity.
Guest Feedback Forms
Getting feedback from our guests is an essential part in learning about their needs and help us improve our business and services. The existing feedback forms were hard to follow, easy to miss in the hotel room and delivered very little feedback.
I was tasked to design an attractive feedback form that will encourage people to fill them in. My design uses a modern and clean look and feel that has an easy to follow visual structure in place. The white background draws attention as the feedback forms are placed on the dark wood desks inside each hotel room. With this occasion, I introduced two new brand elements (the fishbone and the wavy patterns) that are inspired by the interior design elements found throughout our beautiful hotel lobbies.
Key Card Sleeves
The hotel key cards holders generated a couple of challenges: they didn't stand out and had different designs across our different properties and the key cards were held in a very loose folder - a type of holder that was leading to a lot of key cards being lost, accidentally dropped etc.
Leveraging the newly designed pattern for the feedback forms and aligning the brands' visual language across multiple touchpoints, I created a light and modern key card holder for each brand that helps further promote our brand. The sleeve holder is a snug solution that helps keep our hotel cards in one place!
Airport Shuttle Design
Sandman Hotels Group fleet of airport shuttles includes a variety of vehicles and they represent a great opportunity to advertise our brand in key hot spots for tourists. The existing shuttles were cluttered with a web of information that was at times no longer relevant, inconsistent across all their locations and more importantly, the hotels' branding was not very visible.
With very basic brand elements available, the solution I designed revolved around a consistent visual hierarchy of the same brand elements across all types of cars and a clear focus on promoting the hotel brand by ensuring its brand elements take up the largest part of the vehicles' real estate.
Event Marketing - Wedding Fair Handout
The Sutton Place Hotel in Edmonton participated in a wedding fair earlier this year and they needed marketing collateral to support advertising their promotions. The objective was to create a piece that will make visitors remember The Sutton Place Hotel as a destination for their wedding party, even after they've left the fair and thus stand out amongst their competitors.
The concept I came up with was to design a handout with the elegant special feel of a wedding invitation. I thus put a spin on the old marketing handout and created a distinct and beautiful design that lays out our key promotional selling points in a quick and easy visual way. This marketing collateral was printed on an elegant paper stock and has a gold foil finish.
Digital Ads
Our marketing team runs regular digital campaigns that include Google Ads, Facebook, Twitter and Instagram assets, website ads and email blasts.
