Developing a breakthrough boutique hotel brand.
LodgeWorks is a renowned, privately-held hotel company with a rich history of innovation. After launching market-changing brands including Residence Inn and Summerfield Suites, LodgeWorks turned to Phillips & Co. to create their first breakthrough brand for the boutique segment. The result: Archer Hotel.
How we helped:
A new brand, infused with strategy, creativity and character.
Through extensive guest research, trends analysis and changing market dynamics, we worked with LodgeWorks leadership to craft the vision for a provocative new hotel brand – a brand based on an unseen, charismatic luminary we named Archer. Archer is a creative connoisseur–curious, charming and worldly. His sophisticated character serves as the muse for every aspect of the brand’s interiors, amenities and service.
Curating an award-winning brand experience, from check-in to check-out.
Following the development of the brand strategy, we collaborated with an incredible team of creative agencies to carefully roll out the Archer brand story, from interiors and art selection to creative direction of the brand identity and the development of the New York flagship rooftop bar (which we named SPYGLASS – a nod to Archer’s mysterious character). From the brand’s first location in midtown Manhattan, Archer is now expanding nationwide.
“An amazing moment in the creation of Archer was sharing the brand with the first hotel team, well before launch. Even though it existed only on paper, the thoughtfully curated framework ignited a passion and shared purpose that carries us to this day.”
Senior Vice President Brands and Marketing
Interested in working with us?