Tru by Hilton
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How do you build the fastest hotel launch in hospitality history?

Tru was created when Hilton saw an opportunity to revolutionize the midscale hospitality segment by adding a new brand to their portfolio. It was built from the ground up, beginning with creating the brand identity and developing programs and features that made the brand truly unique in the market.

Brand Strategy
and Segmentation

We began with research. Qualitative. Quantitative. Internal. External. Focus groups. Ethnography. Combinations of these methods were used to test brand positioning concepts against performance indicators like stay intent, uniqueness and value perception. Language likes and dislikes, names and logo concepts, messaging, breakfast preferences, customer segments and customer experience game changers were all tested, with one goal in mind—determine a shared mindset that crossed generations.

Brand Identity

A simple circular logo, unique in the category (and within the Hilton portfolio itself, building differentiation into its DNA) defined a shape Tru could own and use to make an immediate impact. It mirrored a key architectural element of Tru: the circular hub inside the lobby for check-in, food, information and more. Bold and bright color choices, yellow and blue, played a key role in defining the brand personality.

Visual Language

The visual language and imagery system was critical in establishing a path forward and communicating the brand to developers and the media so they could see Tru come to life as something unique in the mid-scale market. I ditched the ubiquitous slice of life imagery typical in the category. Hotels were yet to be built and I used that constraint as an opportunity to create a simple, bold and graphic style that was up close and personal. The imagery combined illustration and photography using a simplified and spirited approach, showcasing guests and amenities in new and fun ways.

Brand Voice

Sip. Nap. Luv. Tru. A messaging system comprised of three letter words to complement the overall voice, and a big part of the initial branding and marketing effort, educated potential investors and developers about the brand and its unique qualities. The brand voice is minimal yet meaningful, inspires a smile and is conversational. We further defined Tru’s voice by creating adaptions to resonate with different segments in precisely the right way, based on research findings about their needs and preferences.

Uniform Design

Comfortable and stylish uniforms that reflected the brand voice gave team members options for dress based on their job type and function. Every “Director of Awesomeness” customizes their gear to reflect their own unique personalities—the ultimate way to live the brand. This includes personalized shirts with their own catch phrase, swag pins and a variety of funky socks and tights. All of this work was detailed in a comprehensive standard for uniform design.

Bringing the Brand to Life

After the brand identity was established, I led marketing initiatives and advised on programs and features with others working across different aspects of the hotel design. This covered a vast array of items, from advising on music selection to creating a content strategy for every hotel television and a breakfast platform video.

Collaboration with the architecture firm was essential to make research-based decisions in order to integrate the brand system into the environmental design and amenity programs. Communications for developers, including a substantial guide outlining the design of the hotel and the environmental spaces, shared the breadth and depth of the brand platform and personality of the brand.

Tru by Hilton is the fastest brand launch in industry history. It continues to smash records. It has achieved record development deals since its unveiling. Hilton’s Global Brand Head, Alexandra Jaritz, was named 2017 Person of the Year by Lodging Magazine.