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Atlanta, Georgia
Jolán Caldwell
DOUBLE TREE
BY HILTON
This rebranding reframes DoubleTree by Hilton as a warm, modern hospitality brand, refining its visual identity to better express comfort, care, and emotional connection.
MY ROLE
Creative Director
TIMELINE
5 days
CONTRIBUTORS
Jolan Caldwell
Overview
This rebranding project repositions DoubleTree by Hilton as a warm, modern hospitality brand, refining its visual system to feel more intentional, human, and emotionally grounded while honoring its legacy of comfort and care.
Problem
Despite its strong reputation for hospitality, DoubleTree’s brand expression felt dated and inconsistent, failing to clearly communicate its emotional value and differentiate itself in an increasingly design-driven hotel market.
Brand Profile
01
DESIGN PRINCIPLE
Our aim is to visually translate our signature hospitality into a palpable sense of simplicity and warmth, genuinely reassuring a feeling of home for families.
BRAND POSITIONING
Double Tree is an approachable luxury hotel that delivers comfort and attentive service, grounded in the belief that every traveler deserves to feel genuinely at home.
02
EVERYMAN
CAREGIVER
WARMTH
IN
EVERY
STAY.
70%
30%
Identity System
Primary Logo
Structure & Size Guide
Logo in motion example
Dynamic System
Our branches
Logo in motion example
Primary Colors
Espresso Walnut
Golden Wheat
Verdant Laurel
Midnight Harbor
HEX #341E10
RGB: 52, 30, 16
CMYK: 0, 42,69, 80
HEX #D6BC6E
RGB: 214, 188, 110
CMYK: 0, 12, 49, 16
HEX #20480E
RGB: 136, 76, 29
CMYK:56. 0. 81. 72
HEX #062E87
RGB: 132, 72, 14
CMYK:96, 66, 0, 47
Tone of voice
Warm
Friendly
Inviting
Caring
Application
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