FROM YWCA TO HOTEL WILLO: HOW RETHINK SOLVED ONE OF BRANDING'S TRICKIEST PROBLEMS

Summary from the TLDR Design newsletter

Hotel Willo rebranded a Vancouver hotel to overcome outdated perceptions tied to its former YWCA identity, replacing the name with a fresh, approachable brand centered on a simple willow-inspired logo. The identity uses restrained design, playful messaging, and consistent applications to communicate an affordable, welcoming boutique hotel while clearly distancing it from past misconceptions.