Creating a New
Way to Work

Transform a hotel lobby into flexible work
and social spaces.

What We Did

Brand Strategy



Visual Identity System

Image Library

Printed Collateral

Brand Guidelines



The Challenge


On their journey to becoming the leading hotel brand for the modern business traveler, Crowne Plaza aimed to create a relevant, on-premise experience for their guests to stay productive, energized, and focused while traveling for business.

The Solution


We began by mapping the guest journey, identifying opportunities to connect with our consumer in a meaningful manner. Inspired by the Crowne Plaza New Modern design philosophy, Stag&Hare developed a brand identity, visual design language, and messaging strategy intended to resonate with today’s “always on” workforce. We brought the concept to life across in-hotel advertising, in-room communications, signage and digital applications by introducing and clarifying what makes the Plaza Workspace different and why it was tailored to fit their needs.