CLIENT STORY

Archer Hotel.
Curating a breakthrough hotel brand strategy.

LodgeWorks is a renown, privately held hotel company with a rich history of innovation. After launching market-shifting brands including Residence Inn and Summerfield Suites, LodgeWorks challenged our team to help create their first breakthrough brand for the boutique segment. The result: Archer Hotel.

How we helped:

Market Research
Brand Strategy
Ideation
Strategic Facilitation
Experience Design
Naming
Creative Direction

A brand infused with creativity and character.

Through extensive guest research, trend analysis and an exploration of LodgeWorks’ unique capabilities, we developed a provocative hotel brand strategy: a brand based on an unseen, charismatic luminary. Archer is a creative connoisseur–curious, charming and worldly. His sophisticated character serves as the muse for every aspect of the brand’s interiors, amenities and service.

Curating a storied brand experience across the U.S.

We collaborated with a world-class team of creative agencies to carefully roll out the Archer brand story, from the creative direction of the brand identity to the development of the New York flagship rooftop bar (which we named SPYGLASS – a nod to Archer’s mysterious character). From their first location in midtown Manhattan, Archer is now expanding to half a dozen strategic locations.

“An amazing moment in the creation of Archer was sharing the brand with the first hotel team, well before launch. Even though it existed only on paper, the thoughtfully curated framework ignited a passion and shared purpose that carries us to this day.”

Cheryl Gilliam
Senior Vice President Brands and Marketing
LodgeWorks

Recent Work

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