As Sonesta International’s most upscale brand, The Royal Sonesta needed the royal branding treatment. RO NEW YORK began its full brand evolution with a deep dive into the brand’s heritage, locations, and attributes. The result? A story, positioning, mission, and DNA that highlights the brand’s commitment to localized individuality while maintaining Sonesta’s standards. We then translated this ownable verbal identity into a regal, yet modern visual identity and experience, anchored by different mascots at each property.