The Approach

First, we set out to meet the people driving hospitality's innovation boom and checked ourselves in for a 48-hour staycation. Our findings helped uncover three key themes and their implications, identifying The Guild's opportunity to deliver on a personalized experience guests can look forward to. Pairing this angle with a creative deep dive, we found visual inspiration at the intersection of tourism's mid-century allure and systems architecture. From core mark and type design to site and photography, we leveraged the two contrasting elements to revive the excitement of destination travel while creating the seamlessness necessary for guests' peace of mind.