Brand Development & Identity
A well-branded hotel doesn’t just look good — it feels right. It’s instantly recognizable, emotionally resonant, and perfectly aligned with the experience you provide. At Pillows & Keys, we specialize in creating brand identities that reflect the personality of your property and speak directly to your ideal guests.
Whether you're launching a new concept or refining an existing property, our process is built around listening, learning, and distilling your essence into a brand system that feels natural, luxurious, and unforgettable. We don't just give you a logo — we give you the language, visuals, and strategy to carry your hotel confidently into every interaction, platform, and season.
Brand Strategy
We begin with research: your market, your audience, your competitors, and your vision. These insights form the basis of a clear, confident brand strategy — a strategic blueprint that ensures every creative decision is grounded in purpose. Whether you're launching a new concept or repositioning an established property, this foundational work shapes how your hotel is perceived, understood, and remembered.
Through a combination of strategic workshops, stakeholder interviews, and market analysis, we articulate your hotel's core identity. The result is a clear and differentiated position that resonates both emotionally and commercially — one that can guide not just branding, but your broader business decisions.
Audience & positioning analysis
Competitive audits
Brand purpose & personality
Naming & narrative development
Differentiation strategy
Visual Identity
We craft timeless, elevated visual systems that are as strategic as they are striking. For boutique hotels, visual identity is more than aesthetics — it’s a critical tool for conveying atmosphere, positioning, and value.
Our process begins by translating your brand strategy into visual expression — drawing on your architecture, location, heritage, and guest philosophy to create a cohesive system that reflects who you are and who you’re speaking to.
We consider every element of your brand’s look and feel, then ensure it can flex seamlessly across print, digital, signage, interiors, and more. Every identity is delivered with clear documentation and toolkits for consistent use by your internal teams and external partners.
Logo design
Color palette & typography
Iconography & image direction
Brand guidelines & toolkits
Collateral & Creative
A brand is only as strong as its execution. Once your identity is established, we help you bring it to life across every guest-facing detail — from first impressions to in-room touchpoints. This is where your brand becomes tangible, tactile, and truly experiential.
We design and deliver a wide range of branded materials, including:
Guest welcome kits (booklets, cards, amenity packaging)
Menus (restaurant, bar, in-room dining, spa, wine lists)
Signage (directional, room plaques, entry signage, digital screens)
Branded stationery (notepads, envelopes, letterhead, business cards)
Key cards and holders
Print advertising and launch announcements
Postcards and promotional mailers
In-room materials (room guides, TV interfaces, sustainability cards)
Pre-arrival emails and PDFs
Branded guest communications (check-in forms, invoices, follow-ups)
Event or seasonal collateral (holiday menus, invitation cards, programs)
Social media and digital templates
QR code signage and mobile-friendly guides
Internal team materials (staff handbooks, training collateral)