I was hired by branding agency Labbrand to create the brand identity for a new chain of "extended-stay hotels" for Choice Hotels, that is highly differentiated from the competition.

The Choice Hotels group were developing a new chain of hotels aimed at corporate customers, and the brief was to come up with an identity that would encourage such guests to truly feel at home, during typically long periods away from their friends and family.

Following a comprehensive series of workshops with stakeholders, we conducted an extensive naming process that resulted in a shortlist of 6 names, 2 conceptual ideas for each of the shortlisted names, so 12 creative routes, followed by comprehensive user-feedback and the final development and all creative assets for the selected brand name, Everhome Suites.