The James
The James was a single hotel in Chicago geared towards the under 35
demographic. The owners wanted to elevate the hotel from boutique to
luxury with a new look that would attract the 33-55 year-old guests as they
outgrew the W Hotels brand.
The hotel was rebranded as warm and modern to the creative elite with the
new tagline, “Luxury Liberated”. The successful launch led to two additional
hotel openings in Soho and South Beach, with Los Angeles on the way, and
has created a brand that continues to redefine the industry. Karen Whittey and
her team led every aspect of the brand relaunch, including logo design,
brand identity, positioning, tagline development, collateral, in-room and
sales materials, photo shoots, advertising and overall brand alignment
across multiple locations.