L7 Hotels by Lotte
A full-stack brand redevelopment exercise with collateral including websites, in-room print pieces, and marketing
Task
Refreshing an international brand for a new hotel experience
In 2023 and 2024, I was excited to be a part of an extensive brand exercise for Lotte Hotels. Their L7 Hotels brand was opening its first U.S. location in Chicago, and the transition team wanted to rethink and expand the existing L7 brand to reach their target audiences with more specificity.
We began with branding exercises to shed light on the L7 brand positioning, clarify who our target demographics were and discuss how we could reach them effectively. Expanding upon this message, our team worked closely with the L7 Hotels team to develop an expansive reimagining of the existing L7 brand. A new brand that leveraged both the Korean heritage of the parent company as well as the uniquely Chicago heritage of the hotel location.
Drawing extensively from the palettes of traditional Korean architecture, we created an inviting, natural palette that nodded gently to the brand’s history without pastiche. We bolstered this palette with a collection of hand-drawn brand illustrations that brought spirit and personality to the calm design.
These critical brand elements discovered, we developed a full-featured launch package for the new L7 Hotel Chicago. Deliverables ran the entire gamut; copy, digital and print marketing, physical signage, guest keycard and door hanger designs, and websites and custom landing pages.