Bringing new life to a household brand.
Motel 6 is a mainstay of American roadways, but in recent years this beloved brand has become a commodity purchase in consumer minds. To shift perception of the brand to a place that travelers prefer to stay, we had to reframe our creative — starting with with our design system. A bit outdated and inconsistent from motel to motel, we refocused our care and attention to detail, putting our guests first every mile of the way.
As part of a winning new business pitch for this iconic travel brand, my team leapt at the opportunity to refresh and formalize the design system for this nationwide franchise. By auditing every touchpoint of the customer experience, we were able to meaningfully impact each element of the brand. Like the Motel 6 experience — a no frills, get-what-you-need value based model — our streamlined Light the Way design system enhances the experience by prioritizing function over flourish with a simple, approachable aesthetic.
Motel 6 serves an incredibly diverse audience, and we believe all travelers deserve to feel equally at home during their stay. So for target Motel 6 markets, we created bilingual and Spanish-only versions of key touch points like key cards and in-room communications. Because these “little details” aren’t little for our guests.
When delivering brand guidelines for a franchise-model business, it’s essential that they’re easy to follow for marketing professionals and non-marketers alike.
My role: lead copy and design direction, copywriting, new business pitch design lead