A connected hotel-brand family designed to make a growing West Coast portfolio easier to understand.
00 / Overview
A brand architecture that made the portfolio easier to navigate.
Oxford Collection brings together hotels across Washington, Idaho, Oregon, and California. Agency689 developed an architecture and identity system that strengthened recognition across the portfolio while preserving a role for each concept.
Role Creative Director / Agency689 Inc.
Client Oxford Collection
Services Hospitality Brand Architecture / Visual Identity / Hotel Logo Design / Supporting Marks / Typography / Color Standards / Brand Guidelines
01 / Brand Architecture
One collection. Distinct ways to stay.
The architecture established defined roles for Oxford Collection, Oxford Hotel, Oxford Suites, and Oxford Reserve, creating shared recognition without asking each concept to present the same experience.
Four primary logos and supporting marks provided enough structure for the brands to work together and enough independence for each to stand on its own across properties, communications, and future growth.
02 / Hotel Logo System
A hierarchy guests and teams could recognize at a glance.
Shared proportions, typography, and visual cues connected four primary logos and their supporting marks while allowing every brand to function independently.
03 / Brand Standards
Rules that protect consistency without erasing place.
Guidelines defined logo use, supporting marks, typography, color, and application principles, giving property teams practical direction and room to reflect their locations.
04 / Brand Applications
From portfolio standards to guest-facing communication.
Brand books, collateral, and advertising demonstrated how the architecture worked in practice across properties, campaigns, and internal teams.
05 / Project Outcome
A portfolio people could understand and teams could manage.
The finished system supported recognition at the collection level, distinction at the property level, and more consistent execution by the teams responsible for guest communication and future brand development.