Strategy

Andaz was founded on the tenets of personal style and self-expression, recognizing that who you are and who you can become is limited only by your imagination. With this in mind, RO NEW YORK began its full brand evolution for ANDAZ, building upon its roots and highlighting the uniqueness of its experiences, locations, and guests, while giving it a clearer, more distinct voice.

Identity

Andaz’s new identity is reflected visually on the considerable amount of collateral a hotel requires. As an extension of “sophisticated whimsy,” its bold color palette, typographic system, and photography style ensure that Andaz maintains its status as a brand that’s both elevated and playful.

Advertising

To introduce the world to the new Andaz brand identity, RO NEW YORK conceptualized and created its 2023 communication campaign. With an overarching message of “Be Like No One’s Watching,” this campaign depicts guests transforming from their daytime selves to their most authentic alter egos at ANDAZ properties, all inspired by the brand, the destination, and travel itself.