Brands are all about the intersection of the intellectual and emotional– it’s not just the way we tell our story to the world. It’s about how we express and celebrate what we do, and most importantly, how we FEEL about our organization.

We led the team at IHG’s US headquarters through a series of focus sessions to capture, document, and synthesize the way their brand should be experienced and expressed within their work environments.

The result captured the idea that employees, visitors, and guests arriving at IHG offices should immediately understand that IHG creates Great Hotels Guests Love®, and that their work environment gives them “Room to Be Yourself,” a core workplace promise that encourages employees to bring their unique personalities, energy, and authentic backgrounds to their jobs.