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Hospitality Branding

Every conversation begins with "What's Your Story?"

Creating hotel brands that stand out

B&Co. is a hospitality branding agency that creates brands with curiosity and heart. We believe that a successful brand is one that tells a story and fosters meaningful experiences. We build these unique brands for hotels, motels, lodges, resorts, restaurants, bars and more. We don’t write these stories; we simply discover and uncover what yearns to be told.

We’re storytellers who always think from a different perspective by going out and experiencing the ever-changing world of hospitality. We strike a balance between of out-of-the-box approaches and tried-and-true strategies, and our project managers and creatives work together to deliver unforgettable brands.

Making a connection

We all crave connections and demand an experience. Great brands deliver that. B&Co. ensures that your brand needs to be meaningful before it can sell anything.

Discover what’s special

Through a proven discovery process, we dig deep to understand a client’s market, audience and business concept – all to define what truly differentiates your brand.

What’s your story?

We have a strong belief in branding through storytelling. Through a narrative, we engage on a deeper level, connecting your hotel brand to ideas, places and emotions.

Our Process

Best yet, we're on the list

B&Co. has branded independent hotels and is approved to brand hotels for Marriott Luxury Collection, Autograph Collection and Tribute Portfolio; Curio by Hilton and the Tapestry Collection, Kimpton Hotels + Restaurants; and Hyatt Unbound Collection, jdV and Destination by Hyatt.

We have also provided brand consulting for food and beverage outlets within hotel environments and stand-alone bars, restaurants and fast-casual concepts.

Our approach

Our branding process allows for input from key stakeholders and time for us to listen and gain incremental buy-in from our clients before moving onto the next phase.

Phase 1


This is where the branding process begins. It’s where we reach a meaningful understanding of our clients, their vision, each market and the unique opportunities for differentiation. Our deep dive involves immersing ourselves in the project to understand the overall goals, market, target audience and competition.

When possible, our team will travel to our client’s location to perform in-market research. During our time in the area, we visit the hotel’s future competitors, meet with their local chamber or convention and visitor’s bureau and facilitate a Brand Workshop with key stakeholders that includes a series of in-depth questions and brand value exercises.

What We’ve Discovered
Phase 2


Utilizing what we learned from our Discovery (and before logos and colors) we establish a branding strategy through our Brand Architecture, which results in a compelling story and messaging that will resonate with future guests. We use this story to continue developing a memorable and ownable name for the hotel.

Finally, we unleash our creative talents to establish a comprehensive visual identity system. This includes more than just a logo; we develop a full system incorporating a stunning color palette, iconography and patterns. We compile everything and add it to the hotel’s official Brand Book & Style Guide.

Behind Every Logo
Phase 3


Now it’s time for the brand to come to life. The new branding guides us in creating the hotel’s branded collateral. Using the Brand Book and the development of custom illustrations, iconography and other supporting elements, we create various materials based on our client’s branded marketing and experiential needs.

To operationalize the brand, we collaborate with hotel management companies to craft distinctive guest experiences and traditions.

Anatomy of the Book

Looking to partner with a hospitality branding agency that's dedicated to uncovering your story? Let's talk.

Contact Information

Brigette Harenda, President