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We partnered with W Hotels to create the brand’s first global editorial content destination, The Angle. We devised an editorial strategy and brand identity that would share the brand’s perspective across fashion, design, music, and more. In addition to designing and developing the website, we continue to provide content creation studio to shoot, edit, write, and style original content on a monthly basis, as well as advertising and email marketing design.
W Hotels, an upscale hotel chain owned by Marriott International, was born from the mix of eclectic cultures and vibrant energy of New York City. Today, W Hotels takes that 24/7 vigour worldwide, bringing the best of music, fashion, design and fuel to stunning destinations around the globe.
Experience the Site
We also created the brand identity of The Angle, including the name, style guidelines, and custom iconography. This fresh, clean, and bright new look led the way for the overall departure of W Hotels' early aughts branding that has a very dark night club flyer look.
We created an editorial strategy and content calendar that would share the brand's perspective across fashion, design, music, fitness, and more. Core to this content strategy is compelling video content. "The Angle", W Hotel's content hub, produces at least ten new pieces of content each month, including music, interviews cocktail recipes, and features on a diverse group W Hotels collaborators. W Hotels has earned first place in the “Website” category of PR Daily’s 2016 Content Marketing Awards. The site boasts an audience of about 50,000 people per month since its launch in April 2016.
Whether or not you pronounce it with soft G or a hard G, animated GIFs are a fun and dynamic way to have motion that static photos simply can't. We've created tons of GIFs for W that allowed us to utilize vivid still photography to tell visual stories or illustrate a concept.
