From Brand Refresh to Scalable Design System
La Quinta by Wyndham
A real hospitality brand refresh, revisited to show how I would now structure the same challenge as a more formalized brand system.
This case study combines original refresh work for La Quinta Inns & Suites with a present-day rework. The original engagement focused on improving visual alignment across a broad set of brand assets. This portfolio version shows how I would now extend that same challenge into a more structured brand system with clearer foundations, reusable components, and stronger governance.
About this case study
As creative lead, I directed the creative strategy, art direction, and graphic design for La Quinta’s refresh, evaluating legacy assets, aligning visual decisions to campaign messaging, and identifying opportunities to bring greater consistency and clarity to the brand experience. The work spanned brand refresh, asset rationalization, art direction, and system reimagining, all focused on turning a fragmented visual ecosystem into a more cohesive and scalable brand expression.
My role
La Quinta’s visual ecosystem had grown unevenly over time. Assets varied across business units, legacy materials remained in circulation, and the brand lacked enough structure to maintain a consistent expression across touchpoints. The challenge was not simply to make the brand look newer. It was to modernize the brand while preserving the familiarity and recognition it had already built.
The challenge
Legacy materials showing inconsistent hierarchy, tone, and graphic treatment.A fragmented asset ecosystem that called for simplification and structure.