Marriot – The Guild Hotel

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Research & Insights / Persona Development / Naming / Brand Strategy / Service Design / Copy writing / Identity System / Visual Design / UI/UX Design / Web Development / Way finding / Content Production

The Guild Hotel, part of Marriott’s Tribute Portfolio and voted Best New Hotel by USA Today, is Downtown San Diego’s newest hospitality experience. Located in the historic 500 West Broadway building, what once was occupied by the Young Men’s Christian Association (YMCA) and was used to welcome hundreds of thousands of visitors and Naval members over the decades is now a nod to our city’s history with a modern twist. We worked collaboratively in preserving this story and crafting unique experiences throughout the hotel and brand that speaks to this modern nostalgia.

As a registered historic landmark, 500 West Broadway was full of 1920’s regalia and charm. Designed by Lincoln Rogers and Frank W. Stevenson, esteemed architects known for building San Diego’s architectural landscape and most iconic projects, our goal in building this new brand was to preserve the intricacies and integrity of the famous landmark. Inspired by the architecture and energized by a history of community, we developed The Guild brand platform to honor the servicemen, artists, and craftsman that once inhabited these four walls.

In addition to building the hotel brand and experience, we also built Luca, The Guild’s onsite restaurant and bar. Serving up creative & contemporary Mediterranean cuisine and inspired by Saint Luke, the Patron Saint of artisan guilds, we built Luca.

We designed and developed an engaging online experience for The Guild. Our approach was to create an immersive, storytelling platform that communicates the rich history and celebrates the modern twist on a historic landmark.