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.
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.