the JAMES HOTELS
BACKGROUND:
The James built its platform on the idea of balancing low pretense with high style. Dismissing antiquated status symbols in favor of a creatively inspired experience: warm modernism with a sense of casual sophisticated and functional design, The James provides guests with the level of practicality they need, and the cool luxury they want.
MY ROLE:
I was brought in to evolve the brand, refine the positioning, and serve as the foundation of the future development of James.
POSITIONING STATEMENT:
We concepted a new point of view; an elevator pitch for the Development team to use when approaching potential investors/REITS. The James is a cross-generational hotel brand designed for today's modern traveler; one with a millennial mindset. It is a casually sophisticated urban refuge that embodies a warmly modern approach to hospitality.
Once the voice was saliently crystallized, the new look of James was born - leveraging dramatic lifestyle imagery to its fullest, while overlaying its distinct J monogram. This was then supplemented with a simple, lucid thought reinforcing The James point of view. Each statement / headline related back to the brand pillars, translated into a customer facing message.
THE CAMPAIGN
As for the lifestyle campaign, inspired by a lightness of being frequently witnessed at James hotels, we sought to capture effortless moments embracing the luxury of time, offering a genuine connection and the simple pleasures of life & travel - when staying at The James. A cool breeze, a lazy morning, the essence of The James message is what sets the brand apart from the competitive set.
THE RESULTS
In addition to winning a multitude of industry accolades, an unexpected result of this campaign was a 5% increase in consumer spend across all direct distribution channels.
The James Cultural Collection
