This converted motor hotel in downtown Vancouver has plenty going for it – mid-century cool design, a lush courtyard, and a Palm Springs aesthetic. All perfect for its mid-market traveller target. We reinvented the brand for a wider worldwide audience, carrying out a strategic redirect and following up with a photoshoot, a website redesign, and a host of complementary materials. The result? A brand with quiet confidence – and broader appeal for the growing number of travellers arriving in Vancouver.