Hotel Indy
Tapping an Indy Spirit for a Marriott Tribute Hotel.

BRAND POSITIONING & STRATEGY
AUDIENCE RESEARCH
IDENTITY & BRAND GUIDELINES
MESSAGING FRAMEWORK
BRAND LAUNCH & ROLLOUT
SIGNAGE DESIGN
Challenge
Since 1969, a downtown Indianapolis Brutalist building has been a few things, including an attorney’s office. Its new owners had more inviting aspirations for it: a Marriott Tribute hotel.
Opportunity
Reflecting the city’s fiercely independent spirit, evident in its collection of counter-cultural icons and contributions such as Kurt Vonnegut and the legacy of Indy car racing, the hotel promises to offer an authentic and edgy local experience for those with a penchant for the extraordinary.
Outcome
Hotel Indy has fast become the city’s most inspired hospitality experience, and the awards keep stacking up. #1 in Hospitality Design, IIDA Northland FAB Awards; Best Hotel Finalist Midscale Category, Boutique Design Magazine; and “Downtown’s Newest Aspirational Spot” per Indianapolis Monthly Restaurant Review.












