Surety Hotel Des Moines
Guaranteeing Exceptional Hospitality.
Responsibilities
BRAND IDENTITY
RETARGETING CAMPAIGNS
MESSAGING FRAMEWORK
BRAND POSITIONING & STRATEGY
BRAND IDENTITY & GUIDELINES
SEO/SEM
WEBSITE & DESIGN DEVELOPMENT
INTERIORS BRANDING PARTNERSHIP
Challenge
Aparium, a world-class hotel developer and operator, set out to transform a 1913 Beaux-Arts building in the heart of downtown Des Moines into next site of high-quality, hyper-localized stays.
Opportunity
Known as “The City of Certainties,” Des Moines, Iowa, has a rich history in the banking and insurance industries. And the building set to become the next “it” hotel was once the Iowa Loan & Trust Company. While banking and hospitality might appear to be polar opposites, we realized they share a key thing in common: a guarantee. We created the name and branding for Surety Hotel, part of Marriott’s Autograph Collection and its Mulberry Street Tavern. Inspired by an electronic signature. the Surety Hotel identity is modern nod to banking and a guarantee for the finest hospitality experience.
Outcome
We created the brand and story for the award-winning Surety Hotel and its cozy Mulberry Street Tavern, bringing a warmer, more welcoming sentiment to the notion of “guarantee.” The Surety Hotel has since been named a Best New Hotel in the World by Travel + Leisure, the #1 Best Des Moines Hotel by U.S. News & World Report, and was nominated in the USA Today 10Best Readers’ Choice awards.
