PHOENIX—The Gettys Group’s Gettys One has unveiled a new brand platform in an attempt to directly highlight the brand’s specialization and expertise in the select-service segment.
“As we continuously aspire to clearly convey our value to current and potential clients, we saw the opportunity to clarify the benefits and capabilities of Gettys ONE by positioning it as the select-service interior design arm of The Gettys Group,” said Angelica Acebedo-Frint, director of branding at The Gettys Group. “While the target audiences sometimes overlap, the interior design needs are distinct, so the messages should also be distinct.”
The Gettys Group established Gettys ONE in 2012 in response to what it believed to be the growing demand for design expertise in the select-service segment. Since its launch, Gettys ONE has worked with numerous select-service hospitality brands, including those under the Marriott, Hilton, Hyatt and IHG umbrellas.
The Gettys Group in spring 2017 identified the need to directly highlight Gettys ONE’s achievements. The design firm originally intended to launch the new platform in 2018; however, the project was “fast-tracked for the busy fall conference season when we realized, serendipitously, that it would also mark five years since the founding of Gettys ONE,” Acebedo-Frint explained. Gettys ONE unveiled the brand’s new platform at The Lodging Conference, held here this week at the Arizona Biltmore Hotel.
The Gettys Group refreshed Gettys ONE’s branding for three main reasons. First, the design firm expects the new platform will bring clarity to select-service owners and brands about Gettys ONE’s experience in select-service. Second, The Gettys Group believes the revamp will help Gettys ONE maintain relevance with design elements in line with both modern tastes and technologies. Third, the design firm expects the redesign will ultimately reflect the brand’s changing business practices.
“While the brand was launched as a one-stop shop for the entire design or renovation process, the focus now is on how the team’s extensive brand expertise makes for a faster project ramp-up, allowing for more efficiency with timelines on projects that still require a customized touch,” said Amanda Kay, senior designer of branding at The Gettys Group.
Some key elements of the new look include the “approachable color orange and a motif of circles,” she pointed out. The Gettys Group adapted existing branding and combined it with new aspects. “Bold graphic patterns and icons lend themselves well to digital applications such animations and presentations,” she said.
Designed to reflect the brand’s new direction, the updated look attempts to reflect the qualities already inherent in Gettys ONE. “All messaging and visuals have been filtered through the lens of practical artistry —the brand’s promise to combine creativity and compliance, efficiency and knowledge, accountability and credibility,” Acebedo-Frint explained. Gettys ONE has also launched new social media accounts in addition to a new website.
“As the team continues to complete more projects, we look forward to regularly updating the work featured on gettysone.com to showcase the latest and greatest throughout the year,” Kay said. “Works in progress will also be shared, with behind-the-scenes peeks and travel inspiration, via our new Instagram handle @gettysone.”