The Wink - A Hotel That Lives a Little Louder

Brookfield Property Group, a leading global hospitality investment company, turned to CO OP to create a new brand for their newly acquired hotel in Washington, D.C. Previously a Renaissance Hotel, the challenge was to reposition the hotel from the standard corporate hotel to something with a boutique experience. CO OP needed to create a brand and vision that would both retain and delight current customers and encourage leisure travelers and D.C locals to join in on the fun as well. <br><br>The result is The Wink, a new kind of hotel that has a zest for life and a brand that is inviting, stimulating, and lively. The brand idea for The Wink is "An Invitation to Live a Little Louder". This idea was expressed through a fun, punchy visual identity, tongue-in-cheek messaging on all collateral and unexpected "winks" throughout the customer's experience while at the hotel.