We crafted a brand evolution that confidently signals the company’s value and unique approach to design—one that continues to set new standards of quality for the luxury hospitality industry on a global scale.

The Client
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, we began the process of refining their brand identity to confidently communicate the firm’s distinct design philosophy and enduring value.

The Solution
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.

We began by refining and expanding the existing design and communications system — building on established typography, imagery, color, and composition — to enhance clarity, elevate perception, and deliver a more polished expression of the brand’s identity. By linking WATG’s luxury hospitality experience to fine-tuned visual prescriptions for each incidental detail, we reinvigorated the brand attitude, clarified its voice, and constructed a dynamic and hard-working system.

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 occur without a complete brand overhaul. 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.

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