Loews Hotels restaurant promotions standards guide
The bar and restaurant spaces at Loews Hotels are an extension of the guest experience and an important revenue source for the brand. Each hotel markets their bars and restaurants differently and tailor promotions to local markets and communities. Through regular “shops” meant to assess brand consistency, our corporate operations team found that each hotel property had wildly different approaches for the graphics used on local promotions. As team lead in the Brand Design Studio, I worked with operations and marketing to develop a style guide for such promotions. The system, used throughout the chain for three years, was modular with clearly defined parameters for brand elements, photography and collateral formats, while allowing for an adaptable program to be executed at a local level or through the designers in the Brand Design Studio.
Jeannie Kennedy 