IDENTITY | DIGITAL
Upscale by Choice
Strategy
With a goal to become the fresh, contemporary upscale travel brand for independent spirits, Choice Hotels created a new portfolio category dedicated to capturing the imaginations of travelers with distinct properties and experiences. Choice tasked RO NEW YORK with naming the category (Upscale by Choice) and designing and developing a beautiful verbal and visual identity for this umbrella brand that will inspire owners and developers to join the portfolio. With an emphasis on differentiated brands, attractive quality and flexibility, and captivating photography, Upscale by Choice captures the attention of industry leaders and consumers alike.
Identity
We translated the brand’s elevated color palette, typography system, icon, and photography to Upscale by Choice’s B2B communication materials, giving owners and developers a beautiful glimpse of what their experience could look like as a member of the portfolio.
Radisson Blu
Strategy
Radisson Blu, Upscale by Choice’s challenger brand with international equity in the upper upscale space, was essentially a blank slate in the US. Choice Hotels tasked RO NEW YORK with designing and developing a bold verbal and visual identity for the brand that could compete in the domestic market while highlighting its Scandinavian roots. With a tone of voice that transcends the ordinary and a visual ID that puts the blue color at the forefront and supports it with modern textures and typography, the Radisson Blu identity invites guests to “Think in black & white Blu.”
Identity
We translated the Scandinavian minimalist-inspired design system to Radisson Blu’s property and marketing collateral, treating each piece like a work of art that tells the brand story.
Radisson
Strategy
Radisson, an upper upscale brand with high name recognition in the Upscale by Choice portfolio, needed a refresh to attract a younger audience. Choice Hotels tasked RO NEW YORK with designing and developing a timeless verbal and visual identity that could differentiate the brand from its big-box competitors. Pairing a focus on the enduring spirit of hospitality with a mid-century retro aesthetic that evokes the authenticity of a bygone travel era, Radisson’s charming simplicity is both inspiring for travelers and easy to execute consistently throughout the portfolio.
Identity
We translated the contemporary classic design system to Radisson’s property and marketing collateral, bringing a modern feel to classic hotel staples.
