Brand Identity: WATG
Throughout its 70+ year history, WATG has practiced, mastered, and advanced the art of hospitality design, creating some of the world’s most iconic and financially successful luxury destinations. During a significant period of transformation across the organization, WATG turned to us seeking help with a brand evolution that would confidently signal the company’s value and unique approach to design — one that continues to set new standards of quality for the hospitality industry on a global scale.
In lockstep with senior leadership and informed by the trajectory of their business, our process began with a story and messaging strategy phase that clarified the firm’s differentiating, legacy-defining characteristics. Building from a strong brand foundation, we created an expansive visual identity system that communicates the spirit of the brand through a more dynamic range of elements. We then pulled the brand expression through a compelling website refresh that positions the firm in a category of its own, celebrating WATG’s expertise, global influence, and commitment to timeless luxury.
With a commitment to the core tenants of hospitality—welcoming, warm, memorable, and restorative—we helped WATG elevate its identity and digital journey to reflect the essence of their brand.
Our approach:
1. Discover and reveal the authentic brand essence
2. Craft the brand voice and visual identity
3. Elevate the brand at every touchpoint
4. Speak to a range of audiences
Our objective was to evolve and modernize the WATG brand as a harmonious identity system rooted in the founders’ legacy while clearly signaling the company’s progressive design thinking and prominent hospitality leadership. We set out to amplify the beauty of this heritage brand.
We began by expanding the design and communications system through typography, imagery, color, and composition in order to immediately identify the presence of an elevated, elegant, and sophisticated brand. By inextricably linking WATG’s luxury hospitality experience to fine-tuned visual prescriptions for each incidental detail, we reinvigorated the brand attitude, clarified its voice, and demonstrated new, dynamic possibilities for expression.
One imperative of our creative strategy was to celebrate WATG’s origin story while bringing them closer to who they really are. Our approach to the logo design was framed around the idea that change can happen without changing everything. WATG’s new logo retains familiarity and recognition while reflecting the firm’s signature standard for pushing the boundaries of experiential modern luxury.
Key highlights of the website redesign include: the digital and interactive expression of the new WATG Visual Identity; user experience design that offers visitors a seamless and immersive experience; homepage experiential animation that captures boundless creativity and embodies a limitless approach to hospitality design; and a streamlined editorial sensibility that speaks to WATG’s dedication and solutions for clients and guests.
We implemented interactive elements such as image galleries, videos, and immersive visuals to establish a deeper connection with the firm’s projects and brand. Through curated experiences and the fusion of storytelling and design, we created moments to uplift the spirit, touch the senses, and create alluring interactions. The strategic and integrated approach delivers on WATG’s experiences that are distinct, timeless, authentic to culture and place, and offer enduring value.
The website presents a visually captivating narrative that celebrates WATG’s expertise, global influence, and commitment to timeless luxury. Not only does it serve as a platform to display an array of built projects, but it also embodies the firm’s unwavering commitment to delivering exceptional experiences.
Team
Client: Wimberly, Allison, Tong & Goo
Agency: IfThen
Executive Creative Director: Jack Whitman
Art Director: Ricky Tse
Strategists: Christina del Rocco, Kenny Ferguson
Senior Designer: Julie Sharpe
Program Manager: Mollie Santanello