Visiting each of Loews’ hotels and interviewing staff across the board, we experienced a gracious sense of hospitality and impeccable service standards that transports you to a romantic, idealised version of classic American warmth – one that invites weary travellers to feel refreshed, revived and once again human. This insight led us to a new positioning of ‘Humanity of Travel’. It’s an idea that rejoices in the human spirit and unscripted interactions, and has been key to bringing previously disparate hotels together under a single brand that draws on key cultural, industrial and heritage themes of iconic Americana

Taking the lead from the new positioning, we wrote and designed a brand book that details everything the staff at Loews Hotels – whether marketing, operations or front of house – need to know about the brand. Inside, we detailed the company history, the philosophy behind the Humanity of Travel, a tone of voice guide, and how to produce communications specific to each location. An illustrated map showcases the breadth of Loews Hotels’ multiple sites, and handwritten notes portray a sense of humanity. Housed in a handsome slip case, the book was sent to every hotel manager to make sure they had an invaluable tool to tell the Loews Hotels story.

This human-focused approach continued as we later shone a light on the brand’s meetings and events offer. We created two films that convey the full scale and drama of staging an event at a Loews Hotel, storyboarded and scripted to capture the devotion of the staff and the resulting moments of delight for guests. Together, the refreshed brand and its output are ensuring a long and prosperous future for American hospitality.