Wyndham Hotels & Resorts | Service Culture Communications

The Brief
Translate Wyndham’s overarching service culture into 26 unique, brand-specific communications for thousands of franchised hotels across the U.S. and Canada. Each piece needed to reinforce the company’s broader service commitment while expressing what great hospitality looked and felt like for that individual brand.

The Solution
I created a scalable series of one-page PDFs, developing the messaging, design and visual hierarchy for each brand while working within strict brand guidelines. Rather than simply applying different logos to the same template, each piece was designed to reflect the personality and positioning of the individual brand—from Days Inn’s warm, energetic commitment to “Make Every Day Brighter” to Travelodge’s adventure-driven “Your Basecamp for Adventure” positioning.

The Craft
The assignment required equal parts copywriting, brand stewardship and graphic design—interpreting 26 different visual identities and service propositions while ensuring the entire collection still felt like part of one Wyndham Hotels & Resorts portfolio.

The Result
A library of 26 ready-to-use communications distributed by Wyndham’s field service teams directly to hotel general managers across the U.S. and Canada—turning high-level brand positioning into a simple, practical reminder of the service promise each hotel was expected to deliver.