RDA has worked with Red Lion Hotels Corporation (RLHC) to rebrand their legacy Red Lion Hotels and Red Lion Inn & Suites brands. With the success of those efforts, RLHC tasked RDA to develop an upscale hotel concept, the first in RLHC’s portfolio, from the ground up.
With RLHC’s roots planted firmly in the Pacific Northwest, we dreamed up a hotel that would carry the ethos of the region—laid back with fair trade coffee available in the lobby, intelligent and passionate, community-embracing, earthy and insatiably curious.
To bring our vision to life we created everything from the brand style guide and logo to property collateral and signature moments along the guest journey. Each piece was carefully and lovingly crafted, down to the room keycards and coffee cups featuring original short stories. Additionally, we developed the standards for event programming to flesh out the world of Hotel RL. But we didn’t stop there. We also created an original brand of bath and body amenities that would fit right in at the hotel. We dubbed it Cascadia Soapery after the Pacific Northwest’s Cascade mountain range and crafted a brand style guide, website and packaging featuring custom hand-drawn illustrations.
Then we set about building a unique rewards program for all the RLHC hotel brands to tie everything together. Removing all the points and tiers typically associated with these programs, we instead focused on instant gratification. We called it Hello Rewards and it has enjoyed a warm reception since its debut.
The first Hotel RL opened in Baltimore August ’15. For its launch, we created Project Wake Up Call: Baltimore Uncovered, a social awareness campaign that uses raw photography to raise funds and awareness for Baltimore’s Health Care for the Homeless. With more Hotel RL locations set to open in 2016, a new Project Wake Up Call initiative will accompany each launch.
Hotel RL has certainly kept us busy.This is but a sampling of the pieces we created:
Tone of Voice
Brand Style Guides
Food Truck Design
Signature Guest Journey Moments
Original Short Stories