NEW YORK, December 3, 2020 – Labbrand’s work with Choice Hotels, one of the world’s largest lodging franchisors, was honored at Transform Awards North America 2020 with the Bronze Award in Best Naming Strategy and Highly Commended in Best Development of a New Brand Within an Existing Portfolio. Both entries recognized the creation of Everhome Suites, a new addition to the extended stay hotel segment.
This new brand, Everhome Suites, is a fresh take on the extended stay category and adds value to Choice Hotels’ current brand portfolio. Everhome Suites is the first brand to enter the midscale extended stay space in nearly a decade and builds brand equity from the ground up, beginning with the name and logo. Everhome Suites reflects a new, flexible approach with customizable, apartment-style suites empowering guests to transform their environment into their “me” spaces, just like their home. In addition to developing the new brand’s verbal identity, Labbrand also designed the brand logo, visual identity system and brand showcase for Everhome Suites that captured its unique brand vision.
“Working with Labbrand to develop the name and visual identity for our new brand, Everhome Suites, was an exciting process,” says Maya Yette, senior extended stay brand manager at Choice Hotels International. “Beginning with the co-creation workshop, the team was engaged and open to feedback from stakeholders across the organization, quickly ideating and working collaboratively through multiple rounds of name creation on a tight timeline. Ultimately, we were able to come up with a new brand name that complements Choice’s overall brand portfolio.”
Everhome Suites was officially unveiled in January of 2020. Choice Hotels expects to open the first Everhome Suites hotel in 2021.
Labbrand is a leading global brand consultancy with regional operations in North America (New York, Vancouver), APAC (Shanghai, Singapore), and Europe (Paris). We drive forward the positive power of branding. Leading brands on impactful journeys, we create meaningful brand experiences by bringing together excellence in research, strategy, design and verbal identity.
Choice Hotels International, Inc. is one of the largest lodging franchisors in the world. With more than 7,100 hotels, representing nearly 600,000 rooms, in over 40 countries and territories, the Choice® family of hotel brands provide business and leisure travellers with a range of high-quality lodging options from limited service to full-service hotels in the upscale, midscale, extended-stay and economy segments. For more information, visit www.choicehotels.com.
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